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This is an archived article - we have removed images and other assets but have left the text unchanged for your reference has launched its first TV advertising campaign, claiming a first for its sector.

The ad for the fashion flash sales site showed for the first time on Channel 4 last night and features two fashionistas who camp outside a department store to wait for its sale to start – but miss it when they oversleep. Nish Kukadia, chief executive of, said: “Our first venture on to TV is incredibly exciting for the brand, giving us the chance to show our personality and cement our authority in the industry.”

SecretSales says the move makes it the first fashion flash sales website to run a UK TV advertising campaign. Homewares flash sales site Achica has appeared on TV screens, but rivals in the fashion category include Vente Privée whose co-founder Xavier Court has said its strategy is built around being hard to find, thus selling discreetly.

The SecretSales ad, created by Big Al’s Creative Emporium, is aimed at its target audience of ABC1 women and men who like to buy upmarket brands for bargain prices and do not want to miss a sale.

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