BrandAlley, the French etailer, is set to make a profit in 2011 and double its UK turnover as it moves away from a private Sale model to launch a catalogue for autumn 11.
The designer discount etailer, which invites members to buy brands such as DKNY and Calvin Klein at discounted prices for a limited period, expects to notch up sales of £36m in the UK for the year to December 31, 2011, compared with £18.1m last year.
Turnover at the business, which has sites in France and the UK, is expected to hit £500m by 2015, up from £86.9m in 2010.
BrandAlley declined to disclose a profit or loss figure but chairman Sven Lung said the group would be in profit for the current year.
He said: “We were only slightly negative last year. We’ve reinvested heavily into marketing but we’re seeing our return on investment increase. It’s a healthy way to grow.”
The inaugural catalogue will provide a continuous sales avenue for BrandAlley for the first time in the UK, focusing on discounted staple items such as denim, lingerie, homewares and beauty.
Sales from catalogues account for 50% of its revenue in France. The etailer is in discussions with brands about signing up to the catalogue but none were confirmed as Drapers went to press.
BrandAlley is also seeking an investment of £87m to snap up rival international private Sale sites.