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This Week's Best Sale Is at a British Store You Might Not Know Yet

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Photo: @avenue32

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I stumbled on UK-based e-commerce site Avenue 32 after randomly clicking on a Polyvore collage from my favorite blogger (Sea of Shoes, for now and forever).

The item that caught my eye was a $58 La Perla bra, which seemed like a great deal considering the brand's pieces can cost up to $800 at full price.

But when I started clicking around the summer sale section and found discounted Bella Freud sweaters, Rachel Comey shoes, Sonia Rykiel bucket bags, and eccentric Victoria Victoria Beckham coats — all up to 70% off with free shipping to the U.S. — then the site really had my attention.

The more I clicked, the more I started to wonder, does everyone already know about this store? Am I late to the party? (Do you know about it? If so, are you British?)

As I discovered with some more digging around, the online shop is pretty big in the UK, but still relatively under-the-radar in the US (at least compared to similar sites like Moda Operandi). Owner Roberta Benteler founded Avenue 32 in 2011 at age 26 to showcase emerging designers, and as she told Fashionista this May, the brand is on track to profitability just five years later.

They also hope to open a US warehouse soon — which is good news for me, because it's definitely my new favorite online sale section to waste time in.

Shop a few of my picks from the sale below, but dive in deeper if you feel like losing an hour or two.

La Perla bras and bottoms start as low as $40 each, which is almost Victoria's Secret prices. La Perla bra, $60 (originally $150)

Here's a chance to buy into Italian brand Vivetta's deeply cutesy "kindergarten dresses for adults" aesthetic. (Or at least its signature collar, now on sale.) Vivetta dress, $265 (originally $885)

I've always wanted a pair of these handmade-in-Greece sandals but I've never seen them for less than $100. Ancient Greek Suede Thalpori sandals, $94 (originally $235)

So '60s, so French girl, this vinyl mini-dress. Courreges mini-dress, $360 (originally $1,200)

Meanwhile, these embroidered platforms could be straight out of Cher's closet in CluelessTabitha Simmons platform heels, $253 (originally $845)

Street-style bait faux fur coat brand Shrimps just debuted a ready-to-wear collection this spring, and now Avenue 32 has a few pieces on super sale. Some pretty amazing coats are also discounted to the $300 range, if you can handle shopping for furry coats in 90 degree heat. Shrimps miniskirt, $88 (originally $295)

This dress is 1/8th slip dress, 7/8th classic little black dress. Alexander Wang crepe dress, $318 (originally $795)

Do I want to walk around looking like giant unwieldy bows ate my feet? Yes, yes I do. Also available in pink, even crazier hot pink, and in slide form. Joshua Sanders bow sneakers, $200 (originally $500)

I can't resist a blue and white stripe, no matter the season. MIH Sweater, $90 (originally $245)