Prime Highlights-
- Lifestyle Retail Group has rebranded as Secret Sales Group, aligning its corporate identity with its flagship brand as the company accelerates growth across Europe.
- The company reported strong business momentum, with GMV rising 41% year-to-date and available inventory surpassing £7 billion amid rapid expansion across multiple European markets.
Key Facts-
- V&D and To Be Dressed in the Netherlands and Belgium recorded 212% like-for-like growth, while Sweden’s Afound and Germany’s Dress for Less delivered growth of over 100%and 58%, respectively.
- Since January, Secret Sales Group has added 150 new partners and 504 new brands, expanding its offering to more than 560,000 products, 1.5 million SKUs, and 4,878 brands.
Background-
Lifestyle Retail Group has a new name. The pan-European off-price retailer now calls itself Secret Sales Group, borrowing the identity of its flagship brand. The company says the shift reflects where the business actually stands today, not where it started.
The numbers back that up. GMV jumped 41% on a like-for-like basis so far this year. Available inventory crossed £7 billion. Across the wider portfolio, inventory grew 124% year-on-year. Those aren’t incremental gains.
The corporate rename doesn’t touch anything consumers see. Secret Sales, V&D, To Be Dressed, Dress for Less, Dreivip and Afound all keep their existing names and market positions.
Growth has been especially sharp in the newer markets. In the Netherlands and Belgium, V&D and To Be Dressed put up 212% like-for-like growth. Afound, the Sweden-based brand the group acquired from H&M, more than doubled. Dress for Less in Germany grew 58%. The UK core business held steady at 45% like-for-like growth.
On the product side, the group added 150 new partners and 504 new brands since January. Customers now browse over 560,000 products across 4,878 brands, representing more than 1.5 million SKUs. Year-on-year, that’s a 101% jump in products and 66% more brands.
Chief Executive Officer Chris Griffin said the rebrand was a straightforward call. The Secret Sales name already carried weight across Europe. Making it the company’s formal identity just brought the outside in line with the inside.
He also pointed to a wider shift in how brands think about unsold stock. Fewer are offloading it through traditional clearance channels. More want technology-led solutions that let them control pricing, timing and brand perception.
Secret Sales Group is building exactly that kind of infrastructure. The off-price sector is moving fast. This company, it seems, intends to move faster.