Fireside Chat with Flash Sale Startup OnTheList
What is OnTheList?
OnTheList is a flash sale startup based in Hong Kong, first established in January 2016. The company connects fashion and lifestyle brands to its member shoppers.
How did OnTheList came about?
Delphine Lefay, founded OnTheList with her partner, Diego Dultzin Lacoste, explains: “I was working in the retail industry and looking for a third party supplier to clear my old inventory that was taking up valuable warehouse space. I was aware of such suppliers in France but in Hong Kong I couldn’t find a suitable solution, which led me to think that I could apply my brand knowledge and connections to create a business model that appeals to both brand and consumer. We act as the middleman between members looking for affordable luxury lifestyle products and brands that are looking to sell off past season items.”
All the items that are sold are past-season inventories at a highly discounted price. Leading fashion and lifestyle brands are pleased to partner with OnTheList, as it is an opportunity to clear old stock and introduce the brand to a new customer audience.
Since inception OnTheList has organized 33 events with an average of 2,000 attendees over a four day event and has sold more than 100,000 items. 45 fashion and lifestyle brands have partnered with OnTheList and the business is open to working with more. Not only focusing its flash sales events for the fashion industry, OnTheList has also branched out to lifestyle events holding wine sales for Watson’s Wine and opened up to a beauty clientele with brands such as LVMH and ghd.
What is the secret of success?
Diego Dultzin Lacoste, co-founder of OnTheList says: “Once the product has gone, it’s gone. That is the beauty of the business and why it is successful; we tap into the panic purchase by providing products at incredibly attractive prices, which encourages the impulse buy.”
The startup is taking its pop-up concept to a permanent space with the opening of its first store on Duddell Street, Central Hong Kong on 28 March 2017.