Secretsales is poised to launch a new phase of development, overhauling its brand partnerships and introducing major changes to its website.
The private Sales etailer will begin rolling out changes to its site between now and the end of June. These will include improvements to layout and a more personalised, targeted service for its customers.
To deepen its relationship with its partner brands, Secretsales is reducing the brands it works with from 700 to about 450 over a period of time. It will allow its team to offer different levels of support depending on where a brand is in its development.
This will mean up-and-coming brands can be given more editorial support through features such as its Secret blog, whereas bigger brands can be given more prominence on the site. “We have the tactical levers to make it more flexible,” said co-founder Nish Kukadia.
He described Secretsales’ brand partnerships as the “backbone of its strategy”.
Co-founder Sach Kukadia added: “Until now, we’ve treated all brands the same way. Some of the brands really resonate with our customers but it takes customers longer to get to know others. The new site will allow us to leverage their differing weights so we can support their profiles in different ways.”
The website has shifted towards an adaptive design strategy over the past year, which means changes can be made to the site progressively rather than the site having to be taken down.
According to its latest accounts, Secretsales made a loss after tax of £3.2m for the year to December 31, 2011. Turnover grew 72% to £8.9m.
The company is expected to file accounts shortly showing turnover has risen markedly, with pre-audited figures suggesting a turnover of around £30m for 2012.