Secret Sales has named Anthony Farrow as its new chief technology officer as part of the marketplace’s bid to narrow its focus amid its ongoing expansion strategy.


Anthony Farrow is joining Secret Sales as chief technology officer

Most recently managing director at global professional services company Accenture, Farrow was also previously chief technology officer at Accenture-owned business management consultancy Javelin Group.

Farrow has worked with fashion and luxury giants including Burberry and Kering during his career to help both design and implement “commercially successful retail solutions”.

In his new role, Farrow will lead the marketplace’s advancement of AI and other emerging technologies in a bid to enhance the platform’s efficiency for retailers, brands and customers alike.

Secret Sales said in a statement that this involves the implementation of serverless architecture, refining search capabilities and seamlessly integrating AI-driven product attributes.

The business added that Farrow hopes to boost the overall Secret Sales experience for both shoppers and sellers in his new role.

Farrow said of his appointment: “Secret Sales’ proposition and ambition to shake up the off-price world drew me in. They’ve got fantastic, fit-for-purpose tech, but the real game-changer lies in maximising their amazing customer and supplier data.

“Taking a holistic view across the entire front and back end is key, and that’s where I come in. It’s what we do next with this data that will set us apart and I’m excited to deliver a data-driven vision for the platform and see it through to the very end.”

Secret Sales chief executive Chris Griffin added: “Anthony’s arrival comes at a pivotal transformation point for the business. His leadership, his depth of ecommerce knowledge and his proven ability to develop innovative retail solutions are precisely what we need as we continue to evolve and grow the platform.

“Anthony really understands our unique business model and has a clear vision for how data can unlock greater value for our customers.”