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Kurt Geiger partners with Secret Sales to drive sales from excess stock

Tom Bottomley
30 November 2022

British footwear and accessories brand and retailer Kurt Geiger has launched on premium non-full price fashion marketplace Secret Sales, to drive sales from markdown and promotional inventory, alongside its new ‘made for outlet’ range.

The new alliance allows Kurt Geiger to retain control of branding, price and inventory, so it can drive profit from the new range “while maintaining positive brand equity”.

Expanding its non-full-price offering into overseas markets comes as the Kurt Geiger business tees up for an international launch in early 2023.

It also gives Kurt Geiger access to Secret Sales’ customer data and site analytics, enabling it to target customers with its full price offering.

Gareth Rees-John, Chief Digital Officer at Kurt Geiger Limited, said: “Tackling excess stock presents a huge challenge for brands that care about their market positioning. However, by launching on Secret Sales we can turn non-full-price inventory into a profit centre.

“Even better, the Secret Sales marketplace helps us attract new customers, who become invested in the brand and open to our full price ranges. We look forward to working with the Secret Sales team and expanding internationally with them to further the growth of our brand.”

Matt Purt, Co-Owner and CCO at Secret Sales, commented: “We’re delighted to welcome Kurt Geiger Limited to the Secret Sales community. Amidst the ongoing cost-of-living crisis, we must continue to deliver products that customers want at a price they like.

“What’s more, with the business looking set to achieve growth of over 100% this financial year, this alliance with Kurt Geiger Limited will further strengthen our strategy to be the go-to destination for non-full price fashion.

The partnership follows an eight week, fully automated API integration to the Secret Sales platform where Kurt Geiger Limited offers brands from across its portfolio, including KG London, Kurt Geiger and Carvela.

Kurt Geiger and Secret Sales have also teamed up on a digital marketing strategy, allowing both partners to work in harmony to yield the best digital results for the brand, including alignment on digital spends and the likes of Google Shopping.

The partnership comes at a time when average order value on Secret Sales’ website is 20% higher than last year, as shoppers focus on well-priced, high-quality goods in response to the cost-of-living crisis.

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