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Secret Sales adds 687 new brands in 2021 as consumers embrace marketplace luxury bargain shopping

Secret Sales: upping the brand ante

Secret Sales has signed 75 new contracts with multi-brand retail groups and standalone brands in 12 months, launching 687 new fashion, beauty and homeware brands on its ecommerce marketplace as the retail industry embraces a fresh approach to selling non full price inventory.

Tommy Hilfiger, Aquascutum, Regatta, Trespass, Hackett, Dsquared2, Diesel, Michael Kors and Quiz Clothing are among the roster of luxury and premium brands now featured on Secret Sales. The platform allows its partners to sell non full price inventory profitably in a brand-enhancing, upmarket environment, and helps introduce new customers to individual brands’ full price channels via a GDPR compliant opt-in.

New multi-brand retail groups partnering with Secret Sales include global eyewear company Mondottica, and Inter City Watch Company, the worldwide timepiece designer and distributor.

Secret Sales launched a record number of 600,000 SKUs in 2021. 31 million unique shoppers visited the marketplace during the year.

“We are delighted to have partnered with Secret Sales as they offer a more aspirational channel for clearing sale stock without the need for aggressive discounting,” says Sheraz Ramzan, Chief Commercial Officer at Quiz Clothing. “The ability to capture customer data provides a considerable advantage over other platforms and we look forward to growing our business with Secret Sales.”

Secret Sales curates all categories to feature complementary product and brand adjacencies. Orders are shipped from the brand or retailer’s warehouse directly to the consumer, so carbon footprint is reduced as there is no need to physically move stock to a third-party seller.

“When Secret Sales launched as a marketplace in March 2020, we set out to build a digital equivalent to designer outlet destinations and create a shift in industry thinking around discounting. We are now seeing phenomenal demand from hundreds of brands that are moving away from a sole cash-recovery focus and embracing our business model which offers a clean and profitable exit strategy for selling non full price inventory in a sustainable way,” says Chris Griffin, CEO of Secret Sales. “Given our brand and product catalogue, we are fast becoming the largest marketplace for discount fashion in Europe.”

More than 1,600 brands are currently showcasing non full price inventory on Secret Sales. Many are using the marketplace as their sole or primary discount channel in the UK.

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