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1 May 20231 minute read

DLA Piper advises BrandAlley UK in acquisition of certain assets of the Internet Fusion Group

A multi-disciplinary team, led by Rob Russell with support from Tony Potts, has advised BrandAlley UK on the acquisition of certain assets of the Internet Fusion Group (in administration), which was a multi-platform e-commerce business with brands such as Country Attire and Surfdome.

The acquisition marks a significant strategic opportunity to enhance and rationalise BrandAlley’s infrastructure. It also allowed BrandAlley to preserve over 125 jobs and acquire intellectual property across multiple domains, together with Internet Fusion Group’s logistics operation and customer service divisions.

The support provided by DLA Piper to BrandAlley included advising on the structure of the acquisition, real estate aspects of the logistics operation, transfer of employees and certain intellectual property matters.

The DLA Piper team in the UK comprised of: Rob Russell Tony Potts ,Vivak Vaish and Georgie Maclachlan (Finance, Project and Restructuring); Richard Taylor, Ross McKean, Henry Pelling and Alex Lowe (Intellectual Property and Technology); Emma Mills (Employment), Stephen Jones (Tax). Marc Molhuysen and Wilmy Westhof (Restructuring) coordinated DLA Piper’s advice on Netherland’s aspects of the transaction. BrandAlley also obtained M&A Advice from Simon Smith, Director of M&A Advisory, Full Pitch Consulting.