Ted Baker boosts e-commerce offering with Secret Sales tie up

Ted Baker has partnered with Secret Sales to launch its first ‘always on’ UK digital outlet, enabling it to sell aged stock away from the brand’s main website.

Currently listing around 800 non full price lines, Ted Baker has selected Secret Sales to be its sole off-price marketplace channel.  

It has connected its supply chain and inventory systems to the platform to trade in real-time, without the need to physically move stock to a third-party seller.  

"Secret Sales is a natural extension of our e-commerce operation, allowing us to sell surplus stock while supporting cash generation and retaining brand equity,” says Gavin Richards, Head of Commercial Stock at Ted Baker.

“By giving shoppers the option to allow us to stay in touch, we are being introduced to and gaining new full price customers too."  

“Ted Baker needed a curated, fashion specific approach that offers a clean exit for non full price lines,” comments Chris Griffin, CEO at Secret Sales, which earlier this year secured €10 million in Series A funding.

“Adding a secondary channel to its ecosystem, exclusively for aged inventory where it can sell directly to consumers in an upmarket environment, means Ted Baker can manage surplus stock sustainably, all while protecting brand image and heritage.” 

E-commerceStaff WriterTed Baker, Secret Sales, E-commerce, Online retail, Omnichannel retail, Sustainability, Green retail, Supply chainComment