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MySale Group to launch in-house womenswear brand

MySale and Cocosa explore new territory with own label, Sports Direct and licences



Mysale’s UK site

The owners of Australian flash Sale site MySale and its upmarket British counterpart, Cocosa, are planning to launch an own-label womenswear brand at the end of November, Drapers can reveal.

London Chic’s debut collection is currently being designed in the UK, at MySale Group’s distribution centre in Corby, Northamptonshire.

It will initially be launched in Australia for testing and, if successful, it will be rolled out to the UK. Prices and the size of the collection are still being confirmed.

“We will always work with third-party brands, but with an in-house brand you can leverage it through your whole proposition,” explained Carl Jackson, chief executive of MySale Group, which he co-founded with his brother, Jamie, in 2007.

The group comprises flash Sales sites OzSale, NzSale, SingSale, BuyInvite, MySale and Cocosa. Only the last two operate in the UK. The business takes advantage of the opposite seasons in its markets – for example, buying stock left over after the summer Sales in the UK and selling it in Australia.

Jackson, who is chief executive of MySale Group, said the business is now expanding beyond its original model of selling retailers’ excess stock at a discount to its 10 million members. Sports Direct’s Mike Ashley and Arcadia’s Sir Philip Green both own shares in MySale and use the platform to sell to customers in certain markets outside the UK. Last month, MySale announced a new strategic partnership with Sports Direct, to sell its brands in Australia.

Jackson said more retailers are beginning to use MySale’s sites in this way: “More people are coming to us to break into new markets, not just to clear stock. We can give brand awareness, because we’re putting the product on people’s backs.”

He continued: “This is the first time we have truly embedded into the logistics and technology. Mostly we clear excess stock and move on. It’s a solution for retailers at the time they need it, but the more sophisticated retailers are making product for us, using us as a channel.”

He said MySale is also seeking to take “greater ownership” of certain brands by acquiring their licences. It already has a licence for Missoni.

MySale’s profits jumped 21% for the year to 30 June, boosted by strong growth in the UK and south-east Asia. Overall revenues rose 7% to A$252.3m (£148.8m).

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