It was a common love for sustainability and sharp business acumen that brought this French duo together to create OnTheList, a company that organises independent, members-only flash sales of premium brands.
Delphine Lefay and Diego Dultzin Lacoste first met in university and both worked in Hong Kong for international luxury fashion groups prior to founding the Hong Kong based company in 2016.
Photo: OnTheList founders
During their course of employment, they detected a business need in the industry - brands that couldn’t sell their past season stocks would dispose off and destroy them. The implications were threefold: This destruction incurs financial costs to the brand and it also meant that consumers had no way of getting them anymore, not to mention the effect on the environment of such large scale wastage. It was then that the couple decided to create OnTheList.
“It is important for us because in a way we save the stock from destruction. Sustainability is very important to me.” - Delphine Lefay
The company works on a simple yet ingenious model: OnTheList acts as the intermediary between the brands and the consumers. Companies provide them with past season stocks while OnTheList advises on the discounts and creates the sales avenue for consumers to purchase these products.
And luckily for us, last month they expanded their business to Singapore shores.
Their method of selling? A flash sale - because stock quantities are too limited and the short period of a flash sale (up to 4 days) would ensure that the brand’s image would not be diluted by excessive sales and discounts.
“I used to work at Chanel a long time ago and Mademoiselle Chanel used to say that fashion and luxury needs to go to the streets, and we hope that this is what we can do” - Diego Dultzin Lacoste
This results are a win-win situation for both the brands and shoppers. Not only would the companies be able to sell, rather than dispose of, past season items, consumers will also be able to pick up these pieces at a fraction of the original cost.
So what are the brands that OnTheList offers? While the list changes with each sale, OnTheList works with brands that have a strong identity and DNA. Past brands include high-street labels like Superga and Dr Martens as well as luxury labels like Kenzo, Salvatore Ferragamo and Roberto Cavalli. Fashion isn’t all. Past sales also included cosmetic companies like Clarins and Shiseido to kitchenware maker Le Creuset.
Their next sale, which starts tomorrow 4th October 2018 till Saturday the 6th, will be happening at Ngee Ann City and you can expect products from optical companies Ray-Ban and Oakley, watch companies Bering and Komono and French footwear label Rivieras.
Getting on their list is simple too. Membership is free and you just need register on their Singapore website with your name, date of birth, email address and contact number. Members then receive news on upcoming flash sales and details of the brands and promotions available, so you’re always kept in the know for future bargains.
Before you dash off to their flash sale, here are some tips from the shopping savvy founders to maximise your shopping experience:
- First come first serve: Stock replenishments rarely occur unless the venue is small, so the maximum variety of products would happen on the first day. Get there early with a game plan.
- Know your size: While fitting rooms are available, they can get crowded and hold up your shopping. As such, be familiar with the sizing and fit of the brands on sale to save time.
- Be prepared: A personalised barcode will be sent to your mobile and email and serve as the ticket into the venue. Pre-load this barcode to get swift entry.
- Follow them: OnTheList will update their social media platforms so follow them to get the latest updates.
- Be patient: The company's’ goal is to clear as much as stock as possible, so there might be added discounts and gift-with-purchases, especially in the later period of the sales. However, the product you’re eyeing might be out-of-stock by then so you’ll need to find a balance that you are comfortable with.
- Have a goal: Each flash sale event will also feature different brands, so don’t expect the item(s) to be on sale again.
- Lemon law: While they have a no refund no exchange policy, shoppers can contact OnTheList should there be a defect in their purchases.