BrandAlley has acquired certain assets of Internet Fusion Group (IFG), a multi-platform online business, As part of its expansion plans.

The purchase includes Country Attire and Surfdome, which BrandAlley sees as a significant strategic opportunity to improve its infrastructure and make operations more cost-effective.

Along with the intellectual property across multiple domains, BrandAlley will take over the logistics operation and customer service division from administration, saving more than 125 jobs.

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BrandAlley clarified it will not trade from IFG domains, nor purchase its existing payables or stock, but will fulfill current customer orders.

This investment is part of BrandAlley’s growth strategy, which has seen the company make multiple acquisitions over the past 15 years, including Achica, Cocosa, Lombok, and BrandAlley France.

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BrandAlley chief executive Rob Feldmann told Retail Gazette “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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