Premium non-full-price marketplace Secret Sales has announced the acquisition of German discount platform Dress For Less as it bolsters its presence in Europe.

Dress For Less homepage

Dress For Less posted turnover of €100m in 2023

Secret Sales said the acquisition marks the next step in its international expansion strategy and solidifies its position as “one of the most formidable discount retailers in Europe”.

Dress For Less, which offers a range of discounted fashion and beauty products across brands including Tommy Hilfiger, Calvin Klein and Marc O’Polo, posted turnover of €100m (£86m) for the 2023 financial year.

Dress For Less will now be powered by Secret Sales’ technology platform but will retain its brand name.

Secret Sales said the deal will provide its brands and retail partners with access to a “dramatically increased market share” of customers across Europe, with the acquisition bringing its European presence to six territories: the UK, Ireland, Belgium, the Netherlands, Spain and Germany.

Secret Sales chief executive Chris Griffin said: “Secret Sales is set to dominate off-price fashion and beauty, and more importantly give brands, through one partner of choice, a route to control and profit from their non-full-price strategies across Europe.

“We see it as our number one goal to protect a brand’s equity while driving increased profits to their P&L. By delivering these objectives and driving our growth strategy, we are delivering our promise to our partners.

“The retail space hasn’t had it easy but we’re continuing to see unprecedented growth in the off-price space. Dress For Less is second-to-none in the space in Germany and forms a key part of our growth. For brands and retailers, the potential for pan-European control and expansion offers significant revenue opportunities. And, for Secret Sales and Dress For Less customers alike, there is now more choice than ever before.”

The company added that it is “actively pursuing” further target locations in Europe as part of its expansion plans.