Original URL: http://www.theregister.co.uk/2010/12/20/ebay_fashion/

eBay buys into German fashion club

Buy it now without trying it on

By Joe Fay

Posted in Financial News, 20th December 2010 15:09 GMT

eBay has lashed out $200m for a German online "fashion club" as the international tat bazaar looks to consolidate its position as the top destination for fashion fans who don't feel the need to actually try on clothes before they buy them.

brands4friends is described as "Germany’s largest online shopping club for fashion and lifestyle".

The three-year-old company sells "sells high-quality goods from renowned fashion and lifestyle brands at significantly reduced prices". The site's 3.5 million members get limited special offers on the likes of Calvin Klein and Diesel on a daily basis, making it a sort of pant-fancier's Groupon.

“With the acquisition of brands4friends, we will enter the online shopping club market with an established and dynamic partner who has the expertise, relationships and passion to match our own ambition," said eBay senior veep for Europe Doug McCallum.

eBay also gets brands4friends's stake in the UK's secretsales.com - which currently features a pic of a trendy young couple with lots of designer scarves but apparently no shoes - as well as brands4friends.jp.

eBay said it has been investing heavily in its "fashion" business over the last 18 months and has also bought into the daily deals concept.

In fact, a quick peruse of its UK site offers such sartorial pleasures as a Berghaus Men's Tyrol Jacket at 44 per cent off, or Diesel Plus Plus Feminine at £9.99.

With the addition of brands4friends, fashion editors and the rest of the glitterati will no doubt be falling over themselves to get the eBay look. ®