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From Puma to Lovehoney: how brands are selling in new ways

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Brands are now finding new ways of  selling their products and reaching new customers as the the digital marketplace continues to mature and grow. Today we report on new solutions that two brands have found.

Puma teams up with Secret Sales

Puma has named the Secret Sales marketplace its first partner for sales of discounted stock. This is a first for the sportswear brand, which will sell surplus stock via the channel, enabling it to focus on full-price sales on its own website and other channels. 

By the end of September, Puma will have more than 1,500 products listed on the Secret Sales website. 

Simon Venediger, chief financial officer at Puma UK, says: “Puma chose to partner with Secret Sales due its positioning as the UK’s leading off-price premium fashion marketplace. Their model allows us to operate a DTC channel with the aim of optimising inventory levels.”

Matt Purt, co-owner and CCO at Secret Sales, adds: “It’s great to see this partnership mark a first for Puma in driving a sustainable non-full-price solution, without impacting the brand’s full-price strategy. Puma will join our premium community of brands and retailers who are already seeing huge success with Secret Sales, by making greater margins while reducing marketing costs and stock movements. Our mission is to revolutionise how brands and consumers view excess stock and Puma plays an important role on that journey.”

More than 1,700 brands now sell their excess stock via Secret Sales – following a rise of almost 40% in the last year. Secret Sales also boasts a 55% rise in active customers over the last year. 

Lovehoney sells via Very in its first B2B partnership

Lovehoney is now selling its lingerie on Very in its first partnership with a third-party retailer. It has been selling via Very since July and now plans to expand a range that currently includes eight collections of lingerie, in sizes from 8 to 28. 

Vicki Jackson, head of product at Lovehoney, says: “This really is a landmark partnership for Lovehoney as it represents the first time selling Lovehoney Lingerie through a third party. To be able to partner with a retailer as prestigious as Very is the cherry on top. We’re extremely proud of our lingerie and its size inclusivity, and it will be great to see it sold in the mainstream, where we hope it will reach even more happy customers.”

Jen Scott, head of buying – branded fashion at Very, says: “Lovehoney is a fast-growing brand in a key category, and shares our commitment to size diversity. We’re pleased to be the brand’s first lingerie retail partnership and know our customers will be hugely excited for this launch.”

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