Overview
Privalia is one of the leading online flash-sale outlets in Spain and Italy. Members get access to limited-time sales campaigns, usually lasting a few days, where brands sell fashion, footwear, beauty, home and lifestyle products at outlet prices. It is part of Veepee, Europe's leading flash-sales group. For a brand with end-of-season or surplus stock, Privalia is a way to sell in volume in Spain and Italy without discounting in its full-price channels.
Who is behind Privalia
Privalia was founded in Barcelona in 2006 by Lucas Carné and José Manuel Villanueva as a private online sales club. It expanded to Italy in 2008 and later to Brazil and Mexico. In 2016 the French flash-sales pioneer vente-privee, now called Veepee, acquired Privalia. Veepee sold Privalia Mexico in 2019, and in January 2026 agreed to sell the Brazilian business to Order VC and local managers, so it can concentrate on Europe. In Spain and Italy, Privalia continues to operate as part of Veepee.
Veepee in numbers
Veepee had sales of EUR 3.3 billion in 2024, up 3%. It works with around 7,000 partner brands, organises around 22,000 flash campaigns a year and sold 82 million products, with more than 250,000 orders a day and 2.3 million unique daily users in Europe. About 900 of its brands are Italian, and Italian flash sales have been growing faster than the European average, especially in sportswear and footwear. According to Tradebyte, Privalia has about 11.2 million members in Spain and 10.1 million in Italy.
How brands work with Privalia
- Flash-sale campaigns. Brands sell selected stock during short, members-only campaigns, which helps protect the brand's full-price pricing elsewhere.
- Curated selection. Privalia chooses which brands appear. Integration partners report minimum requirements such as a range of at least 300 SKUs, EANs for every item, delivery into Spain or Italy within about five working days, and customer service in the local language.
- Marketplace and full-price. Veepee also offers a marketplace for full-price products, retail media through Veepee|Ad, and a "Re-turn" service that puts returned products back into circulation.
- Integration through Privalia's sales team and tools such as Tradebyte.
What a brand should think about
- Stock planning. Flash sales work best for clearing seasonal or surplus stock in bulk.
- Brand positioning, including which products and discounts are offered.
- Local logistics and service in Spain and Italy.
Why Privalia matters for brands
Privalia gives brands access to millions of members in Spain and Italy who come specifically for branded deals, with the scale and tools of the Veepee group behind it.
How eBrands looks at Privalia
eBrands works with brands on marketplaces and retail channels across Europe and North America, including stock planning. If you want to see whether Privalia fits your plans for Spain and Italy, we are happy to talk it through.
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