Dewberry, the former winner of Alan Sugar’s show The Apprentice, hopes the new venture, The Daily Chic, will kick-start online group purchasing in the UK following its success in the US.
The site offers time-limited daily deals in partnership with companies from local hair salons to national beauty brands. The deals are sourced via back-office aggregators which power the market in the US such as Groupon.
It is being initially marketed at almost 80,000 existing subscribers of Chiconomise, a weekly advice email authored by Dewberry on how to stay stylish in the downturn which has been running for two years.
Initial marketing plans are based on marketing to existing Chiconomise subscribers and a PR campaign targeting women’s glossies and trade and business press around the next Apprentice season in October.