Lifestyle Retail Group (LRG) has rebranded to Secret Sales Group, reflecting the scale, recognition and success of the Secret Sales brand at a time when the retail and off-price sectors are undergoing significant structural change across Europe.
The rebrand follows a strong start to 2026, with the Group delivering 41 per cent like-for-like GMV growth year-on-year while continuing to expand rapidly across its seven European markets.
Across the Group’s European portfolio, recent acquisitions continue to outperform expectations. In the Netherlands and Belgium, V&D and To Be Dressed are delivering 212 per cent like-for-like growth. In Sweden, Afound, acquired from H&M, is delivering more than 100 per cent like-for-like growth, while in Germany, Dress for Less continues to grow at 58 per cent like-for-like. The Group’s core UK business has also maintained strong momentum, delivering 45 per cent like-for-like growth. Across the wider Group, available inventory has increased by 124 per cent year-on-year, reflecting growing demand from brands and retailers across Secret Sales Group’s European platform.
Since the start of 2026, the Group has onboarded 150 new partners and added 504 new brands to the platform.
Customers now have access to 560,000 products, up 101 per cent year-on-year, representing more than 1.5 million SKUs across 4,878 brands, an increase of 66 per cent year-on-year.
The total retail value of inventory available through Secret Sales Group has now surpassed £7 billion, reinforcing the scale of the Group’s network and its position as one of Europe’s largest destinations for premium off-price fashion, sportswear and beauty.
As retailers and traditional off-price operators face increasing pressure across Europe, brands are increasingly seeking more flexible, technology-enabled solutions for excess inventory.
Secret Sales Group is building the infrastructure that enables brands and retailers to efficiently monetise non-full-price inventory across Europe while protecting brand equity.
Connecting brands to more than 17 million registered users across seven European markets, the Group supports connected inventory, consignment and third-party logistics models through a single technology platform.
Combined with continued investment in AI, automation and data science, Secret Sales Group is rapidly becoming the preferred European solution for brands seeking scalable, brand-safe routes to market for excess inventory.
The move from Lifestyle Retail Group to Secret Sales Group reflects the evolution of the business from a single facia into a multi-brand European eCommerce group. As Secret Sales has become the Group’s flagship brand and primary point of engagement for brands, retailers and partners, the new identity better reflects the scale, reach and ambition of the organisation.
The rebrand applies to the Group’s corporate identity only. Consumer-facing brands including Secret Sales, V&D, To Be Dressed, Dress for Less, Dreivip and Afound will continue to operate under their existing brand names and market positions.
Chris Griffin, CEO of Secret Sales Group, 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.
Since the start of the year we’ve added 150 sellers, more than 500 brands and increased available inventory by over 100 per cent. Those numbers demonstrate the growing demand from brands and retailers for a pan-European solution that allows them to efficiently monetise excess inventory while maintaining control of pricing, presentation and brand positioning.
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 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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