// Surfdome owner Internet Fusion Group has been bought by online retailer BrandAlley
// Alongside IFG’s intellectual property BrandAlley is also acquiring the logistics operation and customer service division out of administration
BrandAlley has bought certain assets of the multi-platform online business Internet Fusion Group (IFG) as part of its expansion plans.
The flash sales site snapped up the group which includes Country Attire and Surfdome which it called “a significant strategic opportunity” to enhance its infrastructure, rendering BrandAlley operations “more cost-effective.”
In addition to IFG’s intellectual property across multiple domains, BrandAlley is acquiring the logistics operation and customer service division out of administration, saving over 125 jobs.
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BrandAlley said it will not trade from IFG domains and will not be purchasing IFG’s existing payables or stock, but ensured that current customer orders with carriers will be delivered.
The investment comes at a time of focused growth for BrandAlley, following 15 consecutive years of strong trading and multiple acquisitions including Achica, Cocosa, Lombok and BrandAlley France.
BrandAlley chief executive Rob Feldmann said: “The IFG customer is very much aligned to our existing customer profile and the acquisition will enhance our existing operational structure to deliver the best possible service for our members. We look forward to welcoming over 125 new employees from IFG to the BrandAlley family, all of whom will be key in driving our exceptional customer experience.”
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