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Vente-privee.com is the French e-commerce company that pioneered the model of online flash sales (also called event sales). The site, that celebrated its 10th anniversary in 2011, was developed in an online environment to host sales of designer brands only for members with discounted prices from 50% to 70% off. These sales include a diverse selection of product categories: fashion, accessories, toys, watches, home appliances, sports equipment, technology, and wines.