Secret Sales appoints former Accenture MD Anthony Farrow as Chief Technology Officer

Secret Sales, a platform and marketplace for off-price retail in fashion, sportswear and beauty, has appointed Anthony Farrow as its new Chief Technology Officer (CTO).

Farrow was previously a Managing Director at professional services company, Accenture.

In 2015 the firm acquired The Javelin Group, where he had served as CTO, to spearhead its work in digital retail transformation.

For 23 years, Farrow has worked with various fashion brands, including Burberry and The Kering Group, helping to design and implement retail solutions.

His appointment at Secret Sales marks the first time the consultant transitions to the brand side. In his new role, he will lead the advancement of AI and emerging technologies to enhance the platform's efficiency for retailers, brands, and customers.

This involves the implementation of serverless architecture, refining search capabilities, and integrating AI driven product attributes.

Chris Griffin, CEO, Secret Sales, says: “Anthony’s arrival comes at a pivotal transformation point for the business. His leadership, depth of e-commerce 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.”

Farrow says: “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.”

Leon Shepherd

In June of last year, Secret Sales appointed Leon Shepherd as its new Chief Technology Officer.

Shepherd – whose resumé includes stints at the likes of Jack Wills, Fat Face, Marks & Spencer, and over nine years at Vodafone leading mobile technology engineering – joined from Ted Baker, where he was Chief Information Officer and Digital Strategy Director.

Secret Sales did not respond to our request to comment regarding Shepherd’s short run as CTO.