-----BEGIN PRIVACY-ENHANCED MESSAGE----- Proc-Type: 2001,MIC-CLEAR Originator-Name: webmaster@www.sec.gov Originator-Key-Asymmetric: MFgwCgYEVQgBAQICAf8DSgAwRwJAW2sNKK9AVtBzYZmr6aGjlWyK3XmZv3dTINen TWSM7vrzLADbmYQaionwg5sDW3P6oaM5D3tdezXMm7z1T+B+twIDAQAB MIC-Info: RSA-MD5,RSA, Af2GktbkDx3MjrgRaDirgEFhjTaP7MMqeafAbBdgigymAkf+cwKr6Dh3eY1sEDUs LPObOQr41REXtgWj3SfN4w== 0000950135-00-000740.txt : 20000215 0000950135-00-000740.hdr.sgml : 20000215 ACCESSION NUMBER: 0000950135-00-000740 CONFORMED SUBMISSION TYPE: SC 13G PUBLIC DOCUMENT COUNT: 3 FILED AS OF DATE: 20000214 GROUP MEMBERS: BRAND EQUITY PARTNERS I, L.L.C. GROUP MEMBERS: BRAND EQUITY VENTURE PARTNERS I LP GROUP MEMBERS: CHRISTOPHER P. KIRCHEN GROUP MEMBERS: DAVID YARNELL SUBJECT COMPANY: COMPANY DATA: COMPANY CONFORMED NAME: ALLOY ONLINE INC CENTRAL INDEX KEY: 0001080359 STANDARD INDUSTRIAL CLASSIFICATION: RETAIL-MISC GENERAL MERCHANDISE STORES [5399] IRS NUMBER: 043310676 STATE OF INCORPORATION: DE FISCAL YEAR END: 0131 FILING VALUES: FORM TYPE: SC 13G SEC ACT: SEC FILE NUMBER: 005-58053 FILM NUMBER: 538657 BUSINESS ADDRESS: STREET 1: 115 WEST 30TH STREET #201 CITY: NEW YORK STATE: NY ZIP: 10001 BUSINESS PHONE: 2122444307 MAIL ADDRESS: STREET 1: 115 WEST 30TH STREET #201 CITY: NEW YORK STATE: NY ZIP: 10001 FORMER COMPANY: FORMER CONFORMED NAME: ALLOY COM INC DATE OF NAME CHANGE: 19990224 FILED BY: COMPANY DATA: COMPANY CONFORMED NAME: BRAND EQUITY VENTURE PARTNERS I LP CENTRAL INDEX KEY: 0001105655 STANDARD INDUSTRIAL CLASSIFICATION: [] IRS NUMBER: 061475709 STATE OF INCORPORATION: DE FISCAL YEAR END: 1231 FILING VALUES: FORM TYPE: SC 13G BUSINESS ADDRESS: STREET 1: THREE PICKWICK PLAZA CITY: GREENWICH STATE: CT ZIP: 06830 BUSINESS PHONE: 2038625500 MAIL ADDRESS: STREET 1: THREE PICKWICK PLAZA CITY: GREENWICH STATE: CT ZIP: 06830 SC 13G 1 ALLOY ONLINE INC 1 -------------------------- OMB APPROVAL -------------------------- UNITED STATES OMB Number: 3235-0145 SECURITIES AND EXCHANGE COMMISSION Expires: November 30, 1999 WASHINGTON, D.C. 20549 Estimated average burden hours per response...14.90 -------------------------- SCHEDULE 13G UNDER THE SECURITIES EXCHANGE ACT OF 1934 (AMENDMENT NO. )* Alloy Online, Inc. - ---------------------------------------------------------------------- (Name of Issuer) Common Stock, $.01 Par Value Per Share - ---------------------------------------------------------------------- (Title of Class of Securities) 019855 10 5 ---------------------------------- (CUSIP Number) December 31, 1999 - ---------------------------------------------------------------------- (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 2 - ------------------- ------------------- CUSIP No. 019855105 13G Page 2 of 8 pages - ------------------- ------------------- - -------------------------------------------------------------------------------- 1. NAME OF REPORTING PERSONS I.R.S. IDENTIFICATION NOS. OF ABOVE PERSON (ENTITIES ONLY) Brand Equity Venture Partners I, L.P. - -------------------------------------------------------------------------------- 2. CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP (SEE INSTRUCTIONS) (a) [ ] (b) [ ] - -------------------------------------------------------------------------------- 3. SEC USE ONLY - -------------------------------------------------------------------------------- 4. CITIZENSHIP OR PLACE OF ORGANIZATION A Delaware limited partnership - -------------------------------------------------------------------------------- 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 - -------------------------------------------------------------------------------- 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% - -------------------------------------------------------------------------------- 12. TYPE OF REPORTING PERSON* PN - -------------------------------------------------------------------------------- SEC 1745 (2/92) Page 2 of 8 pages 3 - ------------------- ------------------- CUSIP No. 019855105 13G Page 3 of 8 pages - ------------------- ------------------- - -------------------------------------------------------------------------------- 1. NAME OF REPORTING PERSONS I.R.S. IDENTIFICATION NOS. OF ABOVE PERSON (ENTITIES ONLY) Brand Equity Partners I, L.L.C. - -------------------------------------------------------------------------------- 2. CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP (SEE INSTRUCTIONS) (a) [ ] (b) [ ] - -------------------------------------------------------------------------------- 3. SEC USE ONLY - -------------------------------------------------------------------------------- 4. CITIZENSHIP OR PLACE OF ORGANIZATION A Delaware limited liability company - -------------------------------------------------------------------------------- 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 - -------------------------------------------------------------------------------- 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% - -------------------------------------------------------------------------------- 12. TYPE OF REPORTING PERSON* CO - -------------------------------------------------------------------------------- Page 3 of 8 pages 4 - ------------------- ------------------- CUSIP No. 019855105 13G Page 4 of 8 pages - ------------------- ------------------- - -------------------------------------------------------------------------------- 1. NAME OF REPORTING PERSONS I.R.S. IDENTIFICATION NOS. OF ABOVE PERSON (ENTITIES ONLY) Christopher P. Kirchen - -------------------------------------------------------------------------------- 2. CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP (SEE INSTRUCTIONS) (a) [ ] (b) [ ] - -------------------------------------------------------------------------------- 3. SEC USE ONLY - -------------------------------------------------------------------------------- 4. CITIZENSHIP OR PLACE OF ORGANIZATION A United States citizen - -------------------------------------------------------------------------------- 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 - -------------------------------------------------------------------------------- 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% - -------------------------------------------------------------------------------- 12. TYPE OF REPORTING PERSON* IN - -------------------------------------------------------------------------------- Page 4 of 8 pages 5 - ------------------- ------------------- CUSIP No. 019855105 13G Page 5 of 8 pages - ------------------- ------------------- - -------------------------------------------------------------------------------- 1. NAME OF REPORTING PERSONS I.R.S. IDENTIFICATION NOS. OF ABOVE PERSON (ENTITIES ONLY) David Yarnell - -------------------------------------------------------------------------------- 2. CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP (SEE INSTRUCTIONS) (a) [ ] (b) [ ] - -------------------------------------------------------------------------------- 3. SEC USE ONLY - -------------------------------------------------------------------------------- 4. CITIZENSHIP OR PLACE OF ORGANIZATION A United States citizen - -------------------------------------------------------------------------------- 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 - -------------------------------------------------------------------------------- 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% - -------------------------------------------------------------------------------- 12. TYPE OF REPORTING PERSON* IN - -------------------------------------------------------------------------------- Page 5 of 8 pages 6 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 7 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 8 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: * ----------------------------- 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 Page 8 of 8 pages EX-24 2 POWER OF ATTORNEY 1 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 EX-99.1 3 AGREEMENT 1 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: * ----------------------------- 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. -----END PRIVACY-ENHANCED MESSAGE-----