The owner of premium off-price fashion and beauty marketplace Secret Sales has rebranded itself to better reflect the “scale, reach and ambition of the organisation”.
Lifestyle Retail Group, which also owns V&D, To Be Dressed, and Dress for Less, will now go by the name of Secret Sales Group.
The business said the new corporate identity reflects the evolution from a single fascia into a multi-brand European ecommerce group.
It reported that the group’s flagship brand had become a primary point of engagement for brands, retailers, and partners.
The new identity follows a strong start to the year, which saw a 41% like-for-like growth in gross merchandise value across its seven European markets.
Secret Sales reported its UK business was up 45% in like-for-likes, while the group’s recent acquisitions continue to “outperform expectations” in its European markets.
V&D and To Be Dressed delivered a 212% growth in the Netherlands and Belgium, while performance for Afound in Sweden has doubled.
The group has 150 new partners and added 504 brands to the platform since the start of 2026. It means that customers now have access to 560,000 products across 4,878 brands.
Secret Sales Group chief executive Chris Griffin said: “The Secret Sales brand has become one of the most recognised names in European off-price retail, making Secret Sales Group the natural identity for the business going forward.
“What’s most exciting is the momentum we’re seeing across every part of the group. Our acquisitions are outperforming, our core markets continue to grow strongly, and we’re attracting more brands and retailers than ever before.
“The retail landscape is changing rapidly. Brands are increasingly moving away from traditional clearance models and towards technology-led solutions that give them greater control, greater flexibility, and better outcomes. We believe that the shift is only just beginning.
“Our ambition is simple: to become the first place brands think of when they need to efficiently distribute excess inventory across Europe. The combination of AI, automation, data, and scale is helping us get there faster than ever.”
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