Monday, July 8, 2024

UK Retailer Simply Scuba Goes Into Administration For Good This Time


Troubled UK online retailer Simply Scuba has stopped trading after its parent company – Internet Fusion Group (IFG) – had certain assets obtained by members-only marketplace BrandAlley in a pre-packaged administration deal.

This is the second time the retailer has failed.  The pandemic hit the retailer hard and, in April 2020, went into administration and was bought out by IFG.

This time it doesn’t seem so rosy for loyal customers of the brand.

BrandAlley bought the intellectual property – including logos, brand names, and trademarks, across multiple domains; however, in a statement, they confirmed that none of the IFG domains will continue to trade, and none of the existing payables or stock will be brought over. However, they are ensuring that current customer orders with carriers will be delivered. spoke to former employees who indicated that the news came very quickly and affected employees being made redundant at 3 pm on Friday 28th April.

BrandAlley did acquire the logistics operation and customer service division out of administration, saving over 125 of roughly 300 jobs.

In addition to Simply Scuba, IFG also owned brands such as Country Attire and Surfdome.

Stephan Whelan
Stephan Whelan
Stephan is the Founder of His passion for the underwater world started at 8 years old with a try-dive in a hotel pool on holiday that soon formulated into a lifelong love affair with the oceans. In 1996 he set up and has grown the site to be the most popular diving website and community in the world.