Online fashion marketplace Love The Sales taps AI retail technology as it relaunches as TheCode
Luxury fashion marketplace Love the Sales has rebranded to TheCode and relaunched with more than 100,000 curated styles across menswear, womenswear and accessories. TheCode is an invite only marketplace, with partners selected according to product quality, positioning and their adjacency to the wider assortment.
The aim here is to create a coherent fashion destination rather than an indiscriminate marketplace built around volume alone. A membership proposition is on the cards, offering benefits including early access to selected events and collections.
“Over the past decade, we have built significant scale and developed a clear vision of what the future of off-price retail should look like. Value should never come at the expense of presentation, experience or brand integrity. TheCode brings the desirability of luxury together with intelligent discovery and value,” says Mark Solomon, Co-founder and CEO at TheCode.
“We want to redefine the way customers experience off-price fashion. TheCode is deliberately luxury first and quietly off-price, giving customers a luxury experience to match the quality of the brands they are buying. We lead with the desirability of the brand and product rather than the depth of the discount.”
For brands and retailers, the venture says it offers a data led environment for reaching relevant customers, generating incremental demand and managing selected inventory separately from owned, full price channels. This allows partners to keep their core customers focused on new season collections while placing surplus inventory within a distinct and considered environment.
Proprietary AI technology is designed to optimise how and when products are surfaced, helping partners minimise markdowns and maximise financial returns. AI powered onboarding, automated stock management and intelligent marketing also make it easier for partners to sell through the platform with minimal ongoing management.
“A large assortment only becomes valuable when customers can navigate it effectively. Our proprietary AI technology helps us understand product relevance, recognise intent and create a more individual edit for every shopper,” says David Bishop, Co-founder and CTO at TheCode. “Technology allows us to manage complexity for both customers and partners. The aim is not simply to show customers more products, but to help them discover the right products, and to help our partners achieve the right commercial outcome.”
2026 RTIH Innovation Awards
AI will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
