UK: Secret Sales, the premium non-full-price marketplace for fashion, sportswear and beauty brands, today announced its partnership with PUMA, one of the world’s leading sports brands. The alliance enables PUMA to sell non-full-price inventory and make strong margins while at the same time gaining new customers and maintaining brand equity. 

The first-of-its-kind partnership for PUMA, will enable the sportswear retailer to distribute excess inventory and made-for-outlet products on Secret Sales’ marketplace. This means PUMA can focus on full price inventory on its own sites and other channels whilst having full control of its brand, offer and pricing on Secret Sales. The partnership also enables PUMA to gain access to Secret Sales’ substantial customer reach, as well as acquiring new customers through Secretsales to re-target in their own channels in a fully GDPR compliant way. 

With growing inflation and a continued cost-of-living crisis, shoppers are snapping up the option of branded goods at lower prices, with Secret Sales seeing a 55% increase in active customers last year. The partnership is set to see significant growth as PUMA plans to double its active listings on Secret Sales to over 1500 products before the end of September.  

Simon Venediger, Chief Financial Officer at PUMA UK commented “PUMA chose to partner with Secret Sales due its positioning as the UK’s leading off-price premium fashion marketplace. Their model allows us to operate a DTC channel with the aim of optimising inventory levels.”  

Matt Purt, Co-Owner & CCO at Secret Sales, added: “It’s great to see this partnership mark a first for PUMA in driving a sustainable non-full-price solution, without impacting the brand’s full-price strategy. PUMA will join our premium community of brands and retailers who are already seeing huge success with Secret Sales, by making greater margins while reducing marketing costs and stock movements. Our mission is to revolutionise how brands and consumers view excess stock and PUMA plays an important role on that journey.” 

The Secret Sales proposition has reshaped the fashion industry, delivering non-full-price strategies for over 1700 brands. The business looks set to achieve growth of over 100% this financial year despite a challenging retail environment. Its seller base increased by almost 40% in the last year and it boasts partnerships with fashion and beauty stalwarts including Superdry, Ted Baker, LK Bennett, Dolce & Gabbana, G-Star RAW and Versace 19v69. 

Never Heard of Secret Sales?

You should, if you’re looking to save money on sportswear, fashion and other brands. I’m on my way to check them out now, and will be back to report. Here’s a little more info about them.

Secret Sales is a premium ecommerce marketplace for fashion, footwear, accessories, beauty and homeware. 

31 million unique users visited in 2021. The website has 8 million registered account holders. Headquartered in the UK, Secret Sales also has operations in the Netherlands and Belgium.