It looks like the end of the road for Simply Scuba, after the online retailer ceased trading as parent company Internet Fusion Group (IFG) – which also owned brands such as Surfdome and Country Attire – went into administration.
This is a case of deja vu for Simply Scuba – it first went into administration back in April 2020, and was bought out by Internet Fusion Group.
Alas, it is doubtful that the company will rise from the ashes for a third time. Despite members-only marketplace BrandAlley buying certain assets from IFG, including logos, brand names and trademarks, they have confirmed that none of the IFG domains will continue to trade.
While some employees were made redundant on Friday (28 April) afternoon, some 125 jobs – out of a staff roster of 300 – are secure, as BrandAlley also acquired the logistics operation and customer service division.