Runway Sale Deals, Specials & Catalogues

This flash event online retailer offers designer brands at great prices.

RunwaySale is an online fashion retailer started in 2012 by husband-and-wife team Karl Hammerschmidt and Elmien Smit. The startup is South Africa’s first members-only online store that sells limited stock of luxury brands at sale prices. The idea was to emulate international e-retailers such as Rue La La, who had made a success of the concept. The partners started the company with R50,000 and some fashion retailing experience, with Elmien having previously worked at Woolworths. After successfully hosting their first two sales events, the couple was fortunate to be connected with a representative at fashion brand, Carducci, which ensured that the 3rd event had a sought-after designer label behind it. The sales surpassed the entrepreneurs’ expectations, as well as those of Carducci, giving RunwaySale the credibility it needed to approach other premium brands.

RunwaySale’s platform hosts flash sales offering up to a 70% discount on local and international designer brands such as Chloé, Hugo Boss, Carducci, and Marc Jacobs. The events are announced to their members via email, Facebook, and Twitter. Members are also informed of upcoming events. Signing up for access to the store is free. The business works slightly differently from other e-commerce stores in that 48-hour delivery isn’t one of its main selling points. The company runs on a virtual stock model, meaning that orders are usually shipped within 9 – 20 days after an event; however, a few items can be shipped within a shorter period. The company currently has a team of 150 employees based out of its offices in Johannesburg and Cape Town.

The first sale event held by RunwaySale was to sell t-shirts

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