BrandAlley acquires Internet Fusion Group

BrandAlley acquires Internet Fusion Group

BrandAlley has bought certain assets of Internet Fusion group (IFG) in a pre-pack administration deal, saving 125 jobs.

Rob Feldmann, CEO of BrandAlley 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.”

All IFG customer orders currently with carriers will be delivered, but BrandAlley will not be trading from IFG domains or purchasing existing stock or payables.

In a statement on LinkedIn, Founder of IFG, Dom Scott said: “I’m gutted. The end of an era. It’s been a very, very sad day at Internet Fusion Group (IFG) and I’m absolutely devastated for all of my colleagues and friends who have been made redundant today (28th April 2023).”

“24 Years ago I founded what was Scootwise with school friend Martin Brailsford (it evolved into Streetgadgets, with the help of fellow ‘redundee’ Jon Barnes, and became Internet Fusion LLP when Ian Bristow joined us). Building it from scratch we eventually turned it into a +£100m turnover e-commerce retailer, employing upwards of 300 people.”

“Unfortunately, circumstances outside of my control have today resulted in the business being purchased in a pre-pack administration deal by Brand Alley, which has also meant over 100 redundancies, and thus many of my highly skilled and respected colleagues will be looking for work.”


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