Lifestyle Retail Group rebrands as Secret Sales Group amid AI and automation technology push
Lifestyle Retail Group (LRG) is rebranding to Secret Sales Group, a move that, it claims, reflects the scale, recognition and success of the Secret Sales brand at a time when the retail and off-price sectors are undergoing significant structural change across Europe.
The company owns the following brands: Secret Sales - UK & Ireland; Dress for Less - Germany; To Be Dressed - Netherlands and Belgium; V&D - Netherlands and Belgium; Dreivip - Spain; and Afound - Sweden.
It says that the wider story is the changing way brands are managing excess stock. Increasingly, retailers are moving away from traditional clearance channels in favour of technology led platforms that offer greater control over pricing, presentation and brand positioning.
Chris Griffin, CEO at Secret Sales Group, says: "The Secret Sales brand has become one of the most recognised names in European off-price retail, making Secret Sales Group the natural identity for the business going forward. What's most exciting is the momentum we're seeing across every part of the group. Our acquisitions are outperforming, our core markets continue to grow strongly, and we're attracting more brands and retailers than ever before.”
He adds: “Since the start of the year we've added 150 sellers, more than 500 brands and increased available inventory by over 100%. Those numbers demonstrate the growing demand from brands and retailers for a pan-European solution that allows them to efficiently monetise excess inventory while maintaining control of pricing, presentation and brand positioning.”
“The retail landscape is changing rapidly. Brands are increasingly moving away from traditional clearance models and towards technology-led solutions that give them greater control, greater flexibility and better outcomes. We believe that shift is only just beginning. Our ambition is simple: to become the first place brands think of when they need to efficiently distribute excess inventory across Europe. The combination of AI, automation, data and scale is helping us get there faster than ever."
2026 RTIH Innovation Awards
AI and automation 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.
