Premium makeover for fashion pureplay

Brands ExclusiveA fashion pureplay has relaunched its website, one year after the online shopping club was acquired by Aussie Commerce Group.

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Aussie Commerce Group, which operates flash sales websites including Cudo and Deals.com.au, bought Brands Exclusive in February 2014 from APN News & Media for $2 million in cash.

Alexandra Mills, products CEO of AussieCommerce Group, said the redesign is part of a larger brand overhaul “to bring the e-tailer back to its premium fashion roots”.

“The biggest changes have had happened in the last six weeks. We’ve been running [Brands Exclusive] as a flash website. It’s heavily discounted, it’s clearing goods for brands, and what we want do now is bring it into the next era,” Mills told Inside Retail PREMIUM.

“We want to bring it into the future by making it not just a place to clear stock, but a place of choice. We want it to be a retailer of fashion brands and to also be a place for brands to try out new ranges or sell as a normal retail/wholesale agreement.

“We didn’t feel that the look matched what we wanted to do with the site and I think the brands would agree with us on that. The brands we’re partnering with now make it more premium.”

Along with a new look website, Brands Exclusive will launch a monthly online fashion publication from mid-March and has also brought on former Harrods product director, Adele Turner, into the role of VP buying and fashion.

This story first appeared in Inside Retail PREMIUM issue 2035. To subscribe, click here.

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