ALLOY ONLINE INC
SC 13D/A, 2000-08-28
MISC GENERAL MERCHANDISE STORES
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                       SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C. 20549


                                  SCHEDULE 13D

                    Under the Securities Exchange Act of 1934


                                (Amendment No.1)


                               Alloy Online, Inc.
                    -----------------------------------------
                                (Name of Issuer)

                                  Common Stock
                         ------------------------------
                         (Title of Class of Securities)

                                    019855105
                                 --------------
                                 (CUSIP Number)

                                  Mark Kristof
                                SWI Holdings, LLC
                                   815 N. Nash
                              El Segundo, CA 90425
                                 (310) 744-1120
           -----------------------------------------------------------
           (Name, Address and Telephone Number of Person Authorized to
                       Receive Notices and Communications)

                                  July 18, 2000
             (Date of Event which Requires Filing of this Statement)

    If the filing  person has  previously  filed a statement  on Schedule 13G to
report the acquisition  which is the subject of this Schedule 13D, and is filing
this schedule because of Rule 13d-1(b)(3) or (4), check the following box: [ ]

    Note: Six copies of this statement,  including all exhibits, should be filed
with the  Commission.  See Rule 13d-1(a) for other parties to whom copies are to
be sent.

    * The  remainder  of this cover  page  shall be filled  out for a  reporting
person's  initial  filing on this  form with  respect  to the  subject  class of
securities,  and for any subsequent amendment containing information which would
alter the disclosures provided in a prior cover page.

    The  information  required on the  remainder of this cover page shall not be
deemed to be "filed"  for the purpose of Section 18 of the  Securities  Exchange
Act of 1934,  as  amended  (the  "Exchange  Act") or  otherwise  subject  to the
liabilities  of that  section  of the  Exchange  Act but shall be subject to all
other provisions of the Exchange Act.

                        (Continued on following page(s))

                                Page 1 of 7 Pages


<PAGE>


CUSIP No. 019855105                   13D                      Page 2 of 7 Pages

--------------------------------------------------------------------------------
(1) Names of  Reporting  Persons.  SS or  I.R.S.  Identification  Nos.  of Above
    Persons (Entities only)

    SWI Holdings, LLC

     95-4809043
--------------------------------------------------------------------------------
(2) Check The Appropriate Box If A Member Of A Group                   (a) [ ]
                                                                       (b) [ ]
--------------------------------------------------------------------------------
(3)    SEC Use Only
--------------------------------------------------------------------------------
(4)    Source Of Funds*

       OO
--------------------------------------------------------------------------------
(5)    Check Box If  Disclosure  Of Legal  Proceedings  Is Required  Pursuant To
       Items 2(d) [ ] Or 2(e) [ ]
--------------------------------------------------------------------------------
(6)    Citizenship Or Place Of Organization

    Delaware
--------------------------------------------------------------------------------

Number Of Shares                      (7)   Sole Voting Power        3,267,981**
Beneficially Owned
By Each Reporting
Person With                           (8)   Shared Voting Power      0


                                      (9)   Sole Dispositive Power   3,267,981**


                                      (10)  Shared Dispositive Power 0


(11)   Aggregate Amount Beneficially Owned By Each Reporting Person

                  3,267,981**
--------------------------------------------------------------------------------
(12)   Check If The Aggregate Amount In Row (11) Excludes Certain Shares*

--------------------------------------------------------------------------------
(13)   Percent Of Class Represented By Amount In Row (11)

                  18.5%
--------------------------------------------------------------------------------
(14)   Type Of Reporting Person

               OO
--------------------------------------------------------------------------------
                      *SEE INSTRUCTION BEFORE FILLING OUT!

**Includes  (i)  403,090  shares of  Common  Stock  held in  escrow  to  satisfy
  indemnification  obligations  of the  Reporting  Person to the Issuer and (ii)
  141,872 shares held in escrow pending final determination of certain financial
  results of  the company owned by the Reporting Person prior to the acquisition
  of such company by the Issuer.



<PAGE>

                                                               Page 3 of 7 Pages


                                 Schedule 13D/A
                               (Amendment No. 1)

This statement  amends and restates the Schedule 13D filed by SWI Holdings,  LLC
with the  Securities  and Exchange  Commission  on July 28, 2000 to make certain
modifications to Item 4, Item 5, Item 6, Item 7 and Schedule 1 of that filing.

ITEM 1. SECURITY AND ISSUER

    The class of  securities  to which  this  Statement  on  Schedule  13D (this
"Statement")  relates is the Common Stock, par value $.01 per share (the "Common
Stock"),  of Alloy Online,  Inc., a Delaware  corporation  (the  "Issuer").  The
Issuer's  principal  executive offices are located at 151 West 26th Street,  New
York, New York 10001.

ITEM 2. IDENTITY AND BACKGROUND

    SWI Holdings,  LLC, a Delaware limited liability company,  hereby files this
Statement.  The principal  business and office address for SWI Holdings,  LLC is
815 N. Nash St., El Segundo, CA 90425. SWI Holdings, LLC is a holding company.

    Schedule 1 attached to this  Statement  contains the  following  information
concerning  each  manager,  executive  officer  or  controlling  person  of  SWI
Holdings,  LLC:  (i) name and  residence  or business  address,  (ii)  principal
occupation or employment,  and (iii) the name, principal business and address of
any  corporation or other  organization  in which such  employment is conducted.
Schedule 1 is incorporated herein by reference.

    To the knowledge of SWI Holdings, LLC, each of the persons named on Schedule
1 (the  "Schedule  1  Persons")  is a United  States  citizen,  except for Frank
Messmann,  who is a Danish  citizen.  During the last five  years,  neither  SWI
Holdings,  LLC nor any of the  Schedule  1  Persons  (to  the  knowledge  of SWI
Holdings,  LLC) has been convicted in a criminal  proceeding  (excluding traffic
violations  or similar  misdemeanors).  During the last five years,  neither SWI
Holdings,  LLC nor any of the  Schedule  1  Persons  (to  the  knowledge  of SWI
Holdings,  LLC)  has  been a  party  to a  civil  proceeding  of a  judicial  or
administrative  body  of  competent  jurisdiction  and,  as  a  result  of  such
proceeding,  is or was  subject to a judgment,  decree or final order  enjoining
future violations of, or prohibiting or mandating activities subject to, federal
or state securities laws or finding any violation with respect to such laws.

ITEM 3. SOURCE AND AMOUNT OF FUNDS OR OTHER CONSIDERATION

    SWI Holdings,  LLC received the Common Stock of the Issuer as  consideration
for a merger. See Item 4.

ITEM 4. PURPOSE OF TRANSACTION

    On July 18,  2000,  a  subsidiary  of the Issuer  merged with and into Kubic
Marketing,  Inc. (a wholly-owned subsidiary of SWI Holdings, LLC). In connection
with the merger,  (the  "Merger")  the Issuer  issued to SWI  Holdings,  LLC (i)
2,723,019  shares of its Common Stock,  and (ii) a warrant to purchase shares of
the  Issuer's  restricted  Common  Stock,  in an  aggregate  amount,  if any, as
determined  pursuant to the  provisions of the Warrant.  An  additional  544,962
shares beneficially owned by SWI Holdings, LLC are being held in escrow, as more
fully described below. The Merger was effected pursuant to an Agreement and Plan
of  Reorganization,  dated as of July 17, 2000 (the "Merger  Agreement")  by and
between the Issuer, Alloy Acquisition Sub, Inc. (the wholly-owned  subsidiary of
the Issuer) and SWI Holdings, LLC.

    SWI Holdings, LLC reserves the right to take such action with respect to its
investment  in the  Issuer  as it may  determine,  provided,  however,  that SWI
Holdings,  LLC has executed a lock-up  agreement  and an Amendment to a Loan and
Security Agreement,  each of which imposes certain limitations on its ability to
sell or otherwise transfer the shares.

    As part of the Merger and under the terms of the  Agreement  to the Loan and
Security  Agreement,  SWI  Holdings,  LLC  agreed to pledge the shares of Common
Stock it received  from the Issuer in order to secure  certain debt  obligations
owed by a subsidiary of SWI Holdings, LLC to Fleet Capital and other parties.

    The  description  contained  herein of the  transactions is qualified in its
entirety by  reference to the Merger  Agreement  (Exhibit  7.1),  the Warrant to
purchase  shares of Common  Stock of Alloy  Online,  Inc.  (Exhibit  99.1),  the
Investment  Representation and Lockup Agreement (Exhibit 99.2) and the Amendment
to Loan and  Security  Agreement  (Exhibit  99.3),  copies of which are attached
hereto and incorporated by reference.

<PAGE>

                                                               Page 4 of 7 Pages

ITEM 5.  INTEREST IN SECURITIES OF THE ISSUER

    (a) SWI Holdings,  LLC is the beneficial owner of 3,267,981 shares of Common
Stock of the Issuer,  or approximately  18.5% of the Common Stock outstanding of
the Issuer. Of the shares  beneficially  owned,  2,723,019 are currently held by
SWI  Holdings,  LLC,  403,090  shares  are being held in escrow for 15 months to
satisfy  indemnification  obligations  of SWI Holdings,  LLC to the Issuer,  and
141,872 shares are being held in escrow pending final  determination  of certain
financial  results of the company that was  wholly-owned  by SWI  Holdings,  LLC
prior to the acquisition of such company by the Issuer.

    (b) The Managers of SWI Holdings, LLC have the sole power to direct the vote
and/or disposition of the shares held by SWI Holdings, LLC.

    (c) Not Applicable

    (d) Not Applicable

    (e) Not Applicable


ITEM 6.  CONTRACTS,  ARRANGEMENTS,  UNDERSTANDINGS OR RELATIONSHIPS WITH RESPECT
         TO THE SECURITIES OF THE ISSUER


    Except as set forth in the Merger Agreement, including the exhibits thereto,
and the Amendment to Loan and Security  Agreement,  to the best knowledge of SWI
Holdings,  LLC,  there  are  no  contracts,  understandings,   arrangements,  or
relationships (legal or otherwise) among the persons named in Item 2 and between
such  persons and any other  person with  respect to the  securities  of Issuer,
including,  but not  limited  to,  transfer  or  voting  of any of the  Issuer's
securities,  finder's fees, joint ventures,  loan or option agreements,  puts or
calls,  guarantees  of profits,  divisions of profits or loss,  or the giving or
withholding  of proxies.  Under the terms of the Investment  Representation  and
Lockup  Agreement,  SWI  Holdings,  LLC agreed to sell not more than 1/12 of the
shares they received in the Merger  during any one month  period,  and agreed to
certain other restrictions on the transferability or disposition of such shares.
Pursuant to the Amendment to Loan and Security  Agreement,  dated July 18, 2000,
between SWI Holdings, LLC, Fleet Capital and other parties, the shares of Common
Stock of the Issuer held by SWI  Holdings,  LLC,  are pledged as  collateral  to
secure  loan  obligations  related to  subsidiaries  of SWI  Holdings,  LLC.  In
addition,  in order to obtain the consent of certain lenders to the Merger,  SWI
Holdings,  LLC  agreed to sell,  certain of the  shares of Issuer  Common  Stock
received in the Merger in order to retire certain existing debt obligations owed
by subsidiaries of SWI Holdings,  LLC to such lenders. The Amendment to Loan and
Security Agreement provides that SWI Holdings, LLC must sell a minimum number of
shares of Issuer Common Stock during each of four  consecutive  90-day  periods.
The  minimum  number of shares to be sold shall be the  greater  of (x)  399,339
shares or (y) the  number of shares  needed to  generate  proceeds  equal to the
accrued and unpaid  interest on the liabilities  owed to the lenders.  The first
90-day period ends on the date 120 days after July 18, 2000.  However, if a Form
S-3  registration  statement  is filed with  respect to shares of Issuer  Common
Stock  issued  in  connection  with the  Merger  and the  Form S-3  registration
statement is declared  effective,  then any  suspension of the S-3  registration
statement  will cause a tolling  (for up to 30 days) of the due date of the next
quarterly  payment coming due. In no event,  however,  shall the due date of the
fourth quarterly payment be later than October 18, 2001.

ITEM 7.  EXHIBITS

Exhibit 7.1        Agreement  and Plan of  Reorganization  by and between  Alloy
                   Online,  Inc., Alloy  Acquisition Sub, Inc., Kubic Marketing,
                   Inc., and SWI Holdings, LLC.

Exhibit 99.1       Warrant to Purchase  Shares of Common Stock of Alloy  Online,
                   Inc.,  dated as of July 18, 2000 between Alloy  Online,  Inc.
                   and SWI Holdings, LLC.

Exhibit 99.2       Investment  Representation and Lockup Agreement,  dated as of
                   July 18,  2000,  by and between  Alloy  Online  Inc.  and SWI
                   Holdings, LLC.

Exhibit 99.3       Amendment  to Loan and Security  Agreement,  dated as of July
                   18, 2000, by and among the parties named thereto.




<PAGE>

                                                               Page 5 of 7 Pages

                                    SIGNATURE

    After  reasonable  inquiry and to the best of my  knowledge  and  belief,  I
certify that the information  set forth in this statement is true,  complete and
correct.



By:        /s/ Shawn Hecht
    -----------------------------------
    Shawn Hecht, as a manager of SWI Holdings, LLC


<PAGE>


<TABLE>
                                                                                                  Page 6 of 7 Pages

                                                     Schedule 1

                                         Executive Officers and Managers of
                                                 SWI Holdings, LLC
<CAPTION>
                                       Business or Residence Address, Principal Occupation, Name of Employer,
Name                                   Principal Business of Employer, and Principal Address of Employer
-----------------------                -----------------------------------------------------------------
<S>                                    <C>
Shawn Hecht                            345  California  Street,  Suite 2550,  San  Francisco,  CA 94104,  Financial
                                       Services,  Swander Pace Capital,  Financial Services, 345 California Street,
                                       Suite 2550, San Francisco, CA 94104

J.B. Handley                           345  California  Street,  Suite 2550,  San  Francisco,  CA 94104,  Financial
                                       Services,  Swander Pace Capital,  Financial Services, 345 California Street,
                                       Suite 2550, San Francisco, CA 94104

Andrew Richards                        345  California  Street,  Suite 2550,  San  Francisco,  CA 94104,  Financial
                                       Services,  Swander Pace Capital,  Financial Services, 345 California Street,
                                       Suite 2550, San Francisco, CA 94104

Scott Hackenberg                       345  California  Street,  Suite 2550,  San  Francisco,  CA 94104,  Financial
                                       Services,  Swander Pace Capital,  Financial Services, 345 California Street,
                                       Suite 2550, San Francisco, CA 94104

Steve Rocco                            815 N. Nash, El Segundo, CA 90425,  Consultant,  Skateboard World Industries,
                                       wholesale merchandising, 815 N. Nash, El Segundo, Ca 90425


Frank Messmann                         815 N. Nash,  El Segundo,  CA 90425,  Chief  Executive  Officer,  Skateboard
                                       World Industries, Wholesale merchandising, 815 N. Nash, El Segundo, CA 90425

Mark Kristof                           815 N. Nash,  El Segundo,  CA 90425,  Chief  Financial  Officer,  Skateboard
                                       World Industries, Wholesale merchandising, 815 N. Nash, El Segundo, CA 90425

James R. Hall                          399 Jaycee Drive, San Luis Obispo, CA 93405, Retired, N/A, N/A, N/A

</TABLE>




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