Kurt Geiger revamps marketing strategy and brings ‘made for outlet’ range to Secret Sales

Luxury UK brand Kurt Geiger Limited is to sell on online outlet marketplace Secret Sales, driving sales from markdown and promotional inventory alongside a new ‘made for outlet’ range.

To ensure a premium non-full-price experience, Kurt Geiger Limited, as with other partners, will retain control of branding, price and inventory, so it can drive profit from the new range  while maintaining  positive brand equity. Kurt Geiger Limited will also have access to Secret Sales’ customer data and site analytics through its GDPR compliant data share programme, enabling it to target customers with its full price offering. 

The partnership follows an eight week, fully automated API integration to the Secret Sales platform where Kurt Geiger Limited offers brands from across its portfolio, including KG London, Kurt Geiger and Carvela. Working with Secret Sales, Kurt Geiger Limited will also be expanding its non-full-price offering into overseas markets as the business tees up for an international launch  in early 2023, with the partnership renewing annually.

Kurt Geiger and Secret Sales have also teamed up on a digital marketing strategy, allowing both partners to work in harmony to yield the best digital results for the brand. This includes alignment on digital spends, affiliates and PPC strategies alongside Google Shopping. By partnering in this way, Kurt Geiger can maintain marketing dollar spends for full price activities and still maintain a significant volume of sales through the Secret Sales channel, which in the first few weeks of trading, has already exceeded both partners expectations. 

For Secret Sales, the partnership means its shoppers will have affordable access to new, high-quality footwear and accessories. This comes at a time when average order value on the website is 20% higher than last year as shoppers focus on well-priced, high quality goods in response to the cost of living crisis.

Gareth Rees-John, Chief Digital Officer, Kurt Geiger Limited says: “Tackling excess stock presents a huge challenge for brands that care about their market positioning. However, by launching on Secret Sales we can turn non-full-price inventory into a profit centre.  Even better, the Secret Sales marketplace helps us attract new customers, who become invested in the brand and open to our full price ranges. We look forward to working with the Secret Sales team and expanding internationally with them to further the growth of our brand.”

Matt Purt, Co-Owner & CCO at Secret Sales, adds: “We’re delighted to welcome Kurt Geiger Limited to the Secret Sales community. Amidst the ongoing cost-of-living crisis, we must continue to deliver products that customers want at a price they like. What’s more, with the business looking set to achieve growth of over 100% this financial year, this alliance with Kurt Geiger Limited will further strengthen our strategy to be the go-to destination for non-full price fashion. 

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