Etail acquisition trail

Australian fashion etailing has had another acquisition/merger shakeup with two designer destinations joining forces.

Ausmode.com has announced Frockshop.com's merge into its business today.

The move comes less than a year after online shopping club Ozsale.com.au acquired market competitor Buyinvite.com.au for an undisclosed sum.

Frockshop founder Marnie Goss established the portal almost seven years ago.

"After a long time working in this industry, I've decided 2013 is the year for change and I am looking forward to exploring new ventures.

"I'm very happy to pass on Frockshop's customer base to the Ausmode team as I know they'll be in good hands."

The merger will see Ausmode's customer base double in size.

Ausmode managing director Lisa Smith said the merger is the first of a number of "large-scale" growth activities scheduled for 2013.

 “We are really thrilled about the opportunities that this merge offers. We also have some exciting new marketing initiatives in the works, so we are looking forward to a bright and successful year ahead.”

Ausmode will continue to offer many of of the same Frockshop brands, including Zimmermann, Camilla & Marc and Kirrily Johnston.

It will also offer Ellery, Sass & Bide, Lover, Shakuhachi and many more.

This season, the site will also introduce an injection of international labels such as Ohne Titel, Marais, Demylee Cashmere, Current Elliott and Charles Philip Shanghai.

Ausmode will offer the Frockshop database a store credit promotion to celebrate the venture.