Gilt Groupe Sold to Rival Rue La La

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Saks Fifth Avenue’s troubled experiment with on-line flash gross sales is ending nearly as abruptly because it started.

The division retailer chain’s dad or mum,

Hudson’s Bay

HBC 7.16%

, is promoting Gilt Groupe to Rue La La, in accordance with the businesses. The worth is nicely beneath $100 million, mentioned folks conversant in the deal.

Hudson’s Bay paid roughly $250 million for the e-commerce web site simply over two years in the past, a fall for the “unicorn” startup that enterprise capitalists as soon as valued at greater than $1 billion.

The transfer alerts Hudson’s Bay’s willingness underneath new CEO

Helena Foulkes

to exit money-losing companies whereas its share worth is underneath strain and an activist investor is looking for the corporate to make higher use of its actual property.

Gilt has weighed on Hudson’s Bay since its acquisition in 2016. Hudson’s Bay wrote down the worth of the Gilt commerce title by $63 million the quarter resulted in February and mentioned digital gross sales would have grown by 9% within the interval—not the reported 2.eight%—if Gilt had been excluded.

Gilt, which launched in 2007, and its friends had been fashionable in the course of the recession when designers wanted to unload extra merchandise. However the flash-sales websites have struggled with rising competitors in addition to modifications to the way in which luxurious items are offered. Gilt and several other of its rivals, together with Zulily and, have modified palms in recent times at a fraction of their onetime billion-dollar valuations.

Rue La La is owned by Kynetic, a holding firm based by

Michael Rubin.

The e-commerce entrepreneur, who offered a earlier startup to


has wished to personal Gilt since 2009 and was a competing bidder to Hudson’s Bay the final time Gilt modified palms, an individual conversant in the scenario mentioned.

The mix of the 2 web sites will create a enterprise with roughly $1 billion in annual gross sales and 20 million clients that may profit from economies of scale, in accordance with Mr. Rubin. Gilt targets extra upscale, city buyers, whereas Rue La La has a wider, extra mass attraction.

“Individuals who say the flash sale mannequin is lifeless don’t notice how a lot enterprise is being transacted on this house by customers—it’s tens of billions of a yr,” mentioned Mr. Rubin, whose firm additionally owns Fanatics Inc., a web based vendor of licensed sportswear, and who’s a co-owner of the Philadelphia 76ers.

Business executives mentioned Gilt wasn’t a great match with Saks, as a result of the flash sale mannequin is completely different from a conventional division retailer. Among the luxurious manufacturers that promote to Saks balked at having their merchandise present up on Gilt, these folks mentioned.

“We’re happy to have discovered houses for the Gilt companies,” a Hudson’s Bay spokeswoman mentioned. The retailer is slated to report its newest quarterly outcomes on Tuesday.

Write to Suzanne Kapner at

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