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This article was published on December 20, 2010

eBay pushes into European fashion market, buys German shopping club

eBay pushes into European fashion market, buys German shopping club
Martin Bryant
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Martin Bryant

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Martin Bryant is founder of Big Revolution, where he helps tech companies refine their proposition and positioning, and develops high-qualit Martin Bryant is founder of Big Revolution, where he helps tech companies refine their proposition and positioning, and develops high-quality, compelling content for them. He previously served in several roles at TNW, including Editor-in-Chief. He left the company in April 2016 for pastures new.

eBay has strengthened its European presence with the purchase of Brands4friends, the largest fashion shopping club in Germany.

Despite not being best known for clothing sales, eBay says it generates over $5.4bn in clothing, shoe and accessory sales per year. The company says it has purchased Brands4friends in order to strengthen its position as a leading European fashion destination. Brands4friends sells mainstream clothing brands at discount prices to its members through daily offers.

It’s unclear exactly how the purchase will be integrated into eBay’s existing operations, but with the company’s own research showing that online shopping clubs accounting for around 20% of online fashion sales in Europe, it’s an appealing market for the company to get a slice of.

The purchase is eBay’s third this year, following local shopping search service Milo.com and barcode scanning app RedLaser.