News Int'l goes bling

Head-scratching:

News International backs online fashion store BrandAlley | Media | guardian.co.uk:

News International, the parent company of newspapers such as The Times and News of the World, has made a multimillion-pound investment in an online fashion company. The joint venture with French online boutique BrandAlley aims to be a luxury "private members' club" selling women's and men's clothing.

Why? This sounds like boo.com for millionaires.