Just weeks after announcing its collapse, Click Frenzy has been snapped up by new owners who are betting the brand still has a place in Australia's crowded online deals market.
Click Frenzy and its sister company, Power Retail – an online news and events business – folded in late March, after fourteen years in business.
The once high-profile sales platform has been acquired by e-commerce entrepreneurs Gabby and Hezi Leibovich, the brothers behind Catch of the Day.
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They plan to relaunch within weeks after securing the domain and customer database.
Click Frenzy launched in Australia with great success in 2012.
In announcing the pioneering online retailer's shock collapse in March, founder Grant Arnott described being "shattered" and "embarrassed" in a heartfelt social media post.
However, the turnaround isn't without significant hurdles.
Click Frenzy is returning to a market that has ostensibly outgrown its original model.
A leader in sales events, it now faces staunch competition from prolonged promotions like Black Friday and Amazon Prime Day.
The platform built its name on limited-time sale events, pulling in large audiences during short bursts of heavily promoted deals.
That model is now being reworked, with the new owners moving towards a more consistent stream of offers.
Gabby Leibovich said the brand still has strong recognition, but the way people shop online has ultimately changed.
"The brand didn't lose its connection with shoppers. It just didn't keep up with how people shop today," he told nine.com.au.
"We saw a chance to bring it back in a way that works better for both sides. More useful for customers, and more effective for retailers."
Instead of relying on a handful of major sale dates, the relaunch will centre on more frequent deals to keep customers coming back.
"There's no shortage of deals online today. Our job is to cut through that noise and make it easier to find genuinely good deals."
Bringing retailers back onto the platform will be critical, particularly as brands weigh where to place promotions and how to reach customers directly.
"Retailers are looking for places where they can stand out, not get lost," he said.
For shoppers, the biggest change will be how the platform feels to use, with offers appearing more regularly across a mix of brands.
"Customers won't have to wait around for a few big sale moments. There will be more reasons to check in, more often.
"Expect sharper deals, well-known brands, and a few surprises along the way," Leibovich said.
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