Delivery Agent Acquires Luxury Shopping Site Billion Dollar Babes
Delivery Agent, which made its name powering online commerce and marketing initiatives for TV networks, on Thursday announced the acquisition of the invitation-only, discount luxury-shopping site Billion Dollar Babes. Terms of the deal were not disclosed.
With the deal, San Francisco-based Delivery Agent plans to introduce entertainment-based private sales as a new marketing channel and revenue stream for its clients in the media, entertainment and retail industries.
Since its inception in 2001, Delivery Agent has worked with ABC, CBS, NBC, Fox, and The CW, as well as cable networks and studios including Discovery Communications, A&E Television Networks, HBO and The Weinstein Company.
In 2006, the company struck a deal with ABC Entertainment to let viewers buy products that appeared in shows like "Desperate Housewives" and "Grey's Anatomy."
"We know that entertainment sells," said Delivery Agent CEO Mike Fitzsimmons. "The combination of Delivery Agent's partnerships with top entertainment companies and Billion Dollar Babes' deep roots in Hollywood and expertise in private sales gives us a unique advantage to create a new type of private sale."
The plan is to offer consumers below-retail prices on fashions and other high-end goods they see featured in their favorite entertainment.
Delivery Agent plans to follow the industry model of limited-time private sales popularized by Billion Dollar Babes and Gilt Groupe.
Brands are expected to participate in -- while consumers will have access to -- shopping events connected to The CW's "Gossip Girl" and "Project Runway," along with movies like "The Back-up Plan."
Founded in Hollywood in 2001, Billion Dollar Babes will continue to operate "real world" private sale events, and has several planned around upcoming fashion and awards shows including LA Fashion Week, the Sundance Film Festival and the MTV Music Awards.
Led by the success of industry leader Gilt Groupe, the invitation-only, discount luxury shopping market has seen a lot of activity of late.
Most notably, late last year, ecommerce services provider GSI Commerce agreed to buy Retail Convergence, the owner of sample sale site Rue La La and discount shopping site SmartBargains, for as much as $350 million. GSI said it would pay $180 million in cash and stock, along with an earn-out of up to $170 million.