Overview
Secret Sales is a UK-based off-price online marketplace for discounted branded and designer products in fashion, sportswear, beauty, accessories and homeware. It lets brands and retailers sell surplus and end-of-season stock at up to 70% off, in an upmarket environment that protects their full-price channels. For a fashion or lifestyle brand with excess stock, Secret Sales is a digital outlet across the UK and several European countries.
Who is behind Secret Sales
Secret Sales started as a members-only flash-sales site. In March 2020 the retail entrepreneurs Chris Griffin and Matt Purt acquired it and relaunched it as a dedicated marketplace for non-full-price retail. It raised USD 10 million in a Series B round to fund European expansion and launched in the Netherlands and Belgium in 2022, followed by Ireland, Germany, Spain and, more recently, the Nordic countries. In 2026 its parent group, formerly Lifestyle Retail Group, adopted the name Secret Sales Group, and it operates several off-price brands across seven European markets.
How Secret Sales works
- Stockless. Secret Sales doesn't buy or hold stock. Brands and retailers connect their inventory systems, and orders are fulfilled from their own stock, so there is no need to move goods to a third party.
- Commission. Secret Sales earns a commission on each sale.
- Premium brands. More than 3,600 brands sell through the platform, including names such as Dolce & Gabbana, Versace, Superdry, Puma, Kurt Geiger and Jigsaw.
- Customer offer. Shoppers get free delivery and easy returns, with discounts of 30% to 70%.
- Customer data. Brands can introduce new customers to their full-price channels through a GDPR-compliant opt-in.
What a brand needs
- Branded surplus or end-of-line stock in fashion, sportswear, beauty, accessories or home.
- An inventory connection, directly or through tools such as Lengow or PlentyONE.
- Accurate variants and reliable stock for each country.
- A clear discount strategy that protects the brand's full-price pricing.
Why Secret Sales matters for brands
Secret Sales lets brands clear surplus stock profitably across several European markets without discounting on their own sites or sending stock to an outlet.
How eBrands looks at Secret Sales
eBrands works with brands on marketplaces across Europe and North America, including stock planning. If you want to see whether Secret Sales fits your plans for surplus stock, we are happy to talk it through.
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