Pierce Mattie Public Relations New York

Discount member-only online retail fashion and beauty clubs have become quite the rage in 2010; Gilt Groupe, ideeli, Haute Look and Rue La La have all become household names where brand name clothing, accessories and beauty products are snagged at a steal. Now online auction site, eBay, is getting in on the trend with the purchase of German fashion website, brands4friends for $200M.

Much like its American counterparts, brands4friends is a closed shopping community that sells fashion items through temporary sales. The urgency of the short sale time mixed with the deep discounts and exclusivity of member-only status compels budget savvy consumers to sign up for sites like these without having to compromise on style or brand name labels.

eBay's purchase also entitles them to brands4friends equity sites UK-based Secret Sales and brands4friends in Japan. This will give them a stronghold in Europe and continue to solidify the web property as a leader in online shopping.

What do you think of this acquisition? Smart shopping or buying in on a trend that may deflat in a year or so?

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