Hong Kong’s OnTheList flash-sale concept has launched in Singapore.
The first OnTheList Singapore sale will run from September 19 to 22 in Ngee Ann City Tower B.
It marks the first overseas foray by the independent, members-only flash-sale concept platform, founded in 2016 by French entrepreneurs, Delphine Lefay and Diego Dultzin Lacoste.
OnTheList contracts to brands to move excess inventories in short-term sales, with discounts as high as 90 per cent. By selling to a pre-registered, members-only audience, the sales do not undermine those at mainstream stores, or clutter them with racks of off-price merchandise.
Consumers enrol to attend sales online, with options of free access or a paid premium membership giving advance access to sales. A separate website has been built for OnTheList Singapore.
“When I was working in Hong Kong’s retail industry, there was an absence of options for distributors and brands to clear old inventory occupying valuable warehouse space,” explains Delphine Lefay. “To fill this gap, we founded OnTheList as an independent third-party platform and it was the first of its kind in Asia.
“Through flash sales we hosted, we offered consumers access to premium products at attractive prices, and brands the opportunity to clear past-season items and connect with new customers,” she adds.
Dultzin Lacoste says this method of clearing stock also promotes sustainability and minimises environmental impact within the retail industry, as old inventory does not go to waste.
“OnTheList’s business model also gives brands the opportunity to reach out to a wider consumer database, engaging them through the flash sale platform as a first touch point.”
In just two years, the business has gone from a few pop-up sales to over 150 flash sales and partnerships with over 250 premium brands, including Armani, Clarins, Diane Von Furstenberg, Ferragamo, Kenzo, Roberto Cavalli, and Ted Baker Le Creuset and Havaianas. In Hong Kong, OnTheList now has a permanent venue for its flash sales, but has grown so big it still needs short-term venues, often running multiple sales concurrently.
OnTheList has now cleared more than 1 million items from its brand partners – and in one four-day sale last year it sold a pair of Havaianas every six seconds.
OnTheList Singapore will launch with monthly pop-up sales, announcing participating brands just 10 days prior to the sale.
“We are expanding into Singapore because its retail market has many similarities with Hong Kong’s,” says Lefay.
OnTheList Singapore also hopes to tap into the large tourism market, as tourism receipts in the city have reached record highs during the past two years.
“As visitor arrivals from China, India, Indonesia and Vietnam have increased tremendously, it is an opportune time for OnTheList to attract high spenders from the region and to use Singapore as a launchpad for future expansion in Asia and beyond.”