Achica branches out to fashion after BrandAlley’s £600,000 takeover


It normally sells homeware and beauty products but after being acquired by BrandAlley this week, online retailer Achica will now start offering clothing and footwear.

According to Drapers, designer sale website BrandAlley purchased Achica from the Dunelm Group in a £600,000 cash deal.

The takeover means BrandAlley now owns Achica’s website, brand, IP assets, “some” stock and its database of more than two million members and customers.

Achica’s 33 staff will also be transferred over from Dunelm, bringing staff count at BrandAlley to 85 employees in London.

While the deal will see Achica offer clothing for the first time, conversely it will add 200 beauty, homeware and furniture brands to BrandAlley’s offering.

Dunelm has also reportedly agreed to pay off all trade suppliers and other liabilities as part of the deal.

“This deal will work really well for our brands and customers – we’re giving all our brand partners so many new customers,” BrandAlley chief executive Rob Feldman told Drapers.

“It’s an amazing opportunity for us. We’re both UK online businesses and in terms of sales mix, BrandAlley is 90 per cent fashion and 10 per cent home; our home business has been growing quickly, but Achica is complementary in terms of product profile as [most of it] is homeware.”

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