In 2001, vente-privee shook up consumer codes by creating the concept of online flash sales: branded products sold in limited quantities for a limited period of time (between 3 and 5 days), offered at a significant discount and presented in a qualitative manner. In 2019, as part of its European development strategy initiated in 2006, vente-privee is changing its name to Veepee, a global brand present in 10 countries.