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UNITED STATES OMB Number: 3235-0145
SECURITIES AND EXCHANGE COMMISSION Expires: November 30, 1999
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SCHEDULE 13G
UNDER THE SECURITIES EXCHANGE ACT OF 1934
(AMENDMENT NO. )*
Alloy Online, Inc.
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(Name of Issuer)
Common Stock, $.01 Par Value Per Share
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(Title of Class of Securities)
019855 10 5
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(CUSIP Number)
December 31, 1999
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(Date of Event Which Requires Filing of this Statement)
Check the appropriate box to designate the rule pursuant to which
this Schedule is filed:
[ ] Rule 13d-1(b)
[ ] Rule 13d-1(c)
[X] Rule 13d-1(d)
*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 in 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 ("Act") or otherwise subject to the
liabilities of that section of the Act but shall be subject to all
other provisions of the Act (however, see the Notes).
Page 1 of 8 pages
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CUSIP No. 019855105 13G Page 2 of 8 pages
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1. NAME OF REPORTING PERSONS
I.R.S. IDENTIFICATION NOS. OF ABOVE PERSON (ENTITIES ONLY)
Brand Equity Venture Partners I, L.P.
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2. CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP (SEE INSTRUCTIONS)
(a) [ ]
(b) [ ]
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3. SEC USE ONLY
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4. CITIZENSHIP OR PLACE OF ORGANIZATION
A Delaware limited partnership
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5. SOLE VOTING POWER
-0- Shares
NUMBER OF --------------------------------------------------------------
SHARES 6. SHARED VOTING POWER
BENEFICIALLY
OWNED BY 831,659 Shares
EACH --------------------------------------------------------------
REPORTING 7. SOLE DISPOSITIVE POWER
PERSON
WITH: -0- Shares
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8. SHARED DISPOSITIVE POWER
831,659 Shares
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9. AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON
831,659 Shares
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10. CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (9) EXCLUDES CERTAIN
SHARES (SEE INSTRUCTIONS) [ ]
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11. PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW 9
5.7%
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12. TYPE OF REPORTING PERSON*
PN
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SEC 1745 (2/92) Page 2 of 8 pages
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CUSIP No. 019855105 13G Page 3 of 8 pages
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1. NAME OF REPORTING PERSONS
I.R.S. IDENTIFICATION NOS. OF ABOVE PERSON (ENTITIES ONLY)
Brand Equity Partners I, L.L.C.
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2. CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP (SEE INSTRUCTIONS)
(a) [ ]
(b) [ ]
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3. SEC USE ONLY
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4. CITIZENSHIP OR PLACE OF ORGANIZATION
A Delaware limited liability company
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5. SOLE VOTING POWER
-0- Shares
NUMBER OF --------------------------------------------------------------
SHARES 6. SHARED VOTING POWER
BENEFICIALLY
OWNED BY 831,659 Shares
EACH --------------------------------------------------------------
REPORTING 7. SOLE DISPOSITIVE POWER
PERSON
WITH: -0- Shares
--------------------------------------------------------------
8. SHARED DISPOSITIVE POWER
831,659 Shares
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9. AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON
831,659 Shares
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10. CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (9) EXCLUDES CERTAIN
SHARES (SEE INSTRUCTIONS) [ ]
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11. PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW 9
5.7%
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12. TYPE OF REPORTING PERSON*
CO
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Page 3 of 8 pages
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CUSIP No. 019855105 13G Page 4 of 8 pages
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1. NAME OF REPORTING PERSONS
I.R.S. IDENTIFICATION NOS. OF ABOVE PERSON (ENTITIES ONLY)
Christopher P. Kirchen
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2. CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP (SEE INSTRUCTIONS)
(a) [ ]
(b) [ ]
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3. SEC USE ONLY
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4. CITIZENSHIP OR PLACE OF ORGANIZATION
A United States citizen
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5. SOLE VOTING POWER
-0- Shares
NUMBER OF --------------------------------------------------------------
SHARES 6. SHARED VOTING POWER
BENEFICIALLY
OWNED BY 831,659 Shares
EACH --------------------------------------------------------------
REPORTING 7. SOLE DISPOSITIVE POWER
PERSON
WITH: -0- Shares
--------------------------------------------------------------
8. SHARED DISPOSITIVE POWER
831,659 Shares
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9. AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON
831,659 Shares
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10. CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (9) EXCLUDES CERTAIN
SHARES (SEE INSTRUCTIONS) [ ]
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11. PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW 9
5.7%
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12. TYPE OF REPORTING PERSON*
IN
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Page 4 of 8 pages
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CUSIP No. 019855105 13G Page 5 of 8 pages
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1. NAME OF REPORTING PERSONS
I.R.S. IDENTIFICATION NOS. OF ABOVE PERSON (ENTITIES ONLY)
David Yarnell
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2. CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP (SEE INSTRUCTIONS)
(a) [ ]
(b) [ ]
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3. SEC USE ONLY
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4. CITIZENSHIP OR PLACE OF ORGANIZATION
A United States citizen
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5. SOLE VOTING POWER
-0- Shares
NUMBER OF --------------------------------------------------------------
SHARES 6. SHARED VOTING POWER
BENEFICIALLY
OWNED BY 831,659 Shares
EACH --------------------------------------------------------------
REPORTING 7. SOLE DISPOSITIVE POWER
PERSON
WITH: -0- Shares
--------------------------------------------------------------
8. SHARED DISPOSITIVE POWER
831,659 Shares
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9. AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON
831,659 Shares
- --------------------------------------------------------------------------------
10. CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (9) EXCLUDES CERTAIN
SHARES (SEE INSTRUCTIONS) [ ]
- --------------------------------------------------------------------------------
11. PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW 9
5.7%
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12. TYPE OF REPORTING PERSON*
IN
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Page 5 of 8 pages
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Item 1(a). NAME OF ISSUER: Alloy Online, Inc.
Item 1(b). ADDRESS OF ISSUER'S PRINCIPAL EXECUTIVE OFFICES: 115 West 30th
Street, New York, NY 10001
Item 2(a). NAMES OF PERSONS FILING: Brand Equity Venture Partners I, L.P.
("BEVP I"), Brand Equity Partners I, L.L.C. ("Brand Equity
I"), Christopher P. Kirchen and David Yarnell.
Brand Equity I is the sole General Partner of BEVP I.
Messrs. Kirchen and Yarnell are the managing members of Brand
Equity I.
Item 2(b). ADDRESS OF PRINCIPAL BUSINESS OFFICE OR, IF NONE, RESIDENCE:
The address of the principal business office of BEVP I, Brand
Equity I and Messrs. Kirchen and Yarnell is, Three Pickwick
Plaza, Greenwich, CT 06830.
Item 2(c). CITIZENSHIP: BEVP I is a limited partnership organized under
the laws of the State of Delaware. Brand Equity I is a limited
liability company organized under the laws of the State of
Delaware. Each of Messrs. Kirchen and Yarnell is a United
States citizen.
Item 2(d). TITLE OF CLASS OF SECURITIES: Common Stock
Item 2(e). CUSIP NUMBER: 019855-10-5
Item 3. IF THIS STATEMENT IS FILED PURSUANT TO RULES 13d-1(b), OR
13d-2(b), CHECK WHETHER THE PERSON FILING IS A:
Not Applicable.
Item 4. OWNERSHIP.
(a) Amount Beneficially Owned: Each of BEVP I and Brand
Equity I (individually as "Entity" and collectively
the "Entities") may be deemed to own beneficially
831,659 shares of Common Stock as of December 31,
1999. BEVP I is the record owner of 831,659 shares.
Brand Equity I is the record owner of 0 shares.
Additionally, in their capacities as individual
managing members of Brand Equity I, each of Messrs.
Kirchen and Yarnell may be deemed to own beneficially
831,659 shares of Common Stock.
(b) Percent of Class: BEVP I: 5.7%; Brand Equity I: 5.7%;
Mr. Kirchen: 5.7% and Mr. Yarnell: 5.7%. The
foregoing percentages are calculated based on the
information provided in the Issuer's Form 10 Q filed
with the Securities and Exchange Commission on
December 15, 1999.
(c) Number of shares as to which such person has:
(i) sole power to vote or to direct the vote: 0
shares for BEVP I, 0 shares Brand Equity I,
0 shares for Mr. Kirchen and 0 shares for
Mr. Yarnell.
(ii) shared power to vote or to direct the vote:
BEVP I: 831,659 shares; Brand Equity I:
831,659 shares; Mr. Kirchen: 831,659 shares
and Mr. Yarnell: 831,659 shares.
(iii) sole power to dispose or to direct the
disposition of: 0 shares for BEVP I, 0
shares Brand Equity I, 0 shares for Mr.
Kirchen and 0 shares for Mr. Yarnell.
(iv) shared power to dispose or to direct the
disposition of: BEVP I: 831,659 shares;
Brand Equity I: 831,659 shares; Mr. Kirchen:
831,659 shares and Mr. Yarnell: 831,659
shares.
Page 6 of 8 pages
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Each of BEVP I, Brand Equity I and Messrs. Kirchen and Yarnell
expressly disclaims beneficial ownership of any shares of
Common Stock of Alloy Online, Inc. reported herein to be
beneficially owned by them, except in the case of BEVP I, for
the 831,659 shares which it holds of record
Item 5. OWNERSHIP OF FIVE PERCENT OR LESS OF A CLASS.
Not Applicable.
Item 6. OWNERSHIP OF MORE THAN FIVE PERCENT ON BEHALF OF ANOTHER
PERSON.
Not Applicable.
Item 7. IDENTIFICATION AND CLASSIFICATION OF THE SUBSIDIARY WHICH
ACQUIRED THE SECURITY BEING REPORTED ON BY THE PARENT HOLDING
COMPANY.
Not Applicable
Item 8. IDENTIFICATION AND CLASSIFICATION OF MEMBERS OF THE GROUP.
Not applicable. BEVP I, Brand Equity I and each of Messrs. Kirchen and
Yarnell expressly disclaim membership in a "group" as defined in Rule
13d - 1(b)(1)(ii)(J).
Item 9. NOTE OF DISSOLUTION OF GROUP.
Not Applicable.
Item 10. CERTIFICATION.
Not applicable. This statement on Schedule 13G is not filed
pursuant to Rule 13d-1(b).
Page 7 of 8 pages
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SIGNATURE
After reasonable inquiry and to the best of its knowledge and belief,
each of the undersigned certifies that the information set forth in this
statement is true, complete and correct.
Date: February 8, 2000
BRAND EQUITY VENTURE PARTNERS I, L.P.
By: Brand Equity Partners, L.L.C.
By: *
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Christopher Kirchen
Managing Member
BRAND EQUITY PARTNERS, L.L.C.
By: *
--------------------------------
Christopher Kirchen
Managing Member
By: /s/ David Yarnell
--------------------------------
David Yarnell
Managing Member
*By: /s/ David Yarnell
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David Yarnell
Attorney-in-Fact
Page 8 of 8 pages
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EXHIBIT II
POWER OF ATTORNEY
KNOW ALL MEN BY THESE PRESENTS, that each person whose signature
appears below hereby constitutes and appoints Christopher P. Kirchen and David
Yarnell, and each of them, with full power to act without the other, his true
and lawful attorney-in-fact, with full power of substitution, to sign any and
all instruments, certificates and documents that may be necessary, desirable or
appropriate to be executed on behalf of himself as an individual or in his
capacity as a general partner of any partnership, pursuant to section 13 or 16
of the Securities Exchange Act of 1934, as amended (the "Exchange Act"), and any
and all regulations promulgated thereunder, and to file the same, with all
exhibits thereto, and any other documents in connection therewith, with the
Securities and Exchange Commission, and with any other entity when and if such
is mandated by the Exchange Act or by the By-laws of the National Association of
Securities Dealers, Inc., granting unto said attorney-in-fact full power and
authority to do and perform each and every act and thing necessary, desirable or
appropriate, fully to all intents and purposes as he might or could do in
person, thereby ratifying and confirming all that said attorney-in-fact, or his
substitutes, may lawfully do or cause to be done by virtue hereof.
IN WITNESS WHEREOF, this Power of Attorney has been signed as of the
8th day of February, 2000.
/s/ Christopher P. Kirchen
-----------------------------------
Christopher P. Kirchen
/s/ David Yarnell
-----------------------------------
David Yarnell
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EXHIBIT I
Pursuant to Rule 13d-1(f)(1) under the Securities Exchange Act of 1934,
the undersigned hereby agree that only one statement containing the information
required on Schedule 13G need be filed with respect to ownership by each of the
undersigned of shares of Common Stock of Alloy Online Inc.
This Agreement may be executed in any number of counterparts, each of
which shall be deemed an original.
Dated: February 8, 2000
BRAND EQUITY VENTURE PARTNERS I, L.P.
By: *
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Christopher Kirchen
Managing Member
BRAND EQUITY PARTNERS, L.L.C.
By: *
--------------------------------
Christopher Kirchen
Managing Member
By: /s/ David Yarnell
--------------------------------
David Yarnell
Managing Member
*By: /s/ David Yarnell
------------------------------
David Yarnell
Attorney-in-Fact
This Agreement was executed pursuant to Powers of Attorney filed with the
Securities and Exchange as attached hereto as Exhibit 2.
