About Secret Sales
Secret Sales is a Retail company based in London (United Kingdom) founded in 2007. Multi-category fashion products are sold via an online marketplace. Secret Sales has raised $38.94 million across 5 funding rounds from investors including THG, Boohoo and Partech Partners. The company has 25 employees. Secret Sales has completed 4 acquisitions, including Dreivip, Dress for less and V&D. Secret Sales was last valued at $19.5 million in February 2012. Its website secretsales.com draws about 4.1 million monthly visits. Its focus areas include Consumer, Fashion Tech, B2C Commerce and Multi Category. Its legal entity is LRG ONLINE LIMITED. Its competitors include In The Style, LoveCrafts and Trouva; 3 of its 3 listed competitors have raised funding.
Company details
Secret Sales was founded in 2007 and is headquartered in London, United Kingdom. An online marketplace is operated, focusing on fashion items such as casual wear, swimwear, sportswear, footwear, accessories, and eyewear. Beauty products, home goods, and preloved items are also included in the catalog. Operations center on e-commerce sales across multiple categories for a diverse customer base.
- Headquarters London, United Kingdom
- Employees 25
- Stage Minicorn
- SectorsRetail
- Email••••••••
- Website secretsales.com
- Social LinkedIn X Facebook
- Legal Name Lrg Online Limited
- Date of Incorporation 31 May, 2007
- Jurisdiction LONDON, ENGLAND
Funding Insights of Secret Sales
Secret Sales has successfully raised a total of $38.94M across 5 strategic funding rounds. The most recent funding activity was a Series B round of $10 million completed in May 2023. This substantial capital infusion reflects strong investor confidence in the company's business model, growth potential, and market opportunities. The funding enables strategic expansion, product development, market penetration, and operational scaling to drive long-term value creation and competitive advantage.
- Total Funding $38.94M
- Total Rounds 5
- Last Round Series B — $10M
- Investors Count 12
All 5 funding rounds of Secret Sales with amounts and investors; the two latest post-money valuations are shown, the rest are part of the premium plan.
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| May 2023 | $10M | Series B | – | Belerion Capital Group | |
| Jun 2021 | $11.93M | Series A | – | Perwyn | |
| Apr 2014 | $7.08M | Series A | – | 123 Investment Managers, DH Private Equity Partners | – |
| Feb 2012 | $9.92M | Series A | $19.5M | DH Private Equity Partners | |
| Feb 2010 | Seed | – | – |
| Date | Valuation | Stage |
|---|---|---|
| Feb 2012 | $19.5M | •••••••• |
Last known valuation $19.5M (Feb 2012). 12 investors in total: 12 institutional.
Investors in Secret Sales
Secret Sales has secured backing from 12 investors, including venture fund and institutional investors. Prominent investors backing the company include THG, Boohoo and Partech Partners.
| Investor | Description | Founded Year | Domain | Location |
|---|---|---|---|---|
Private equity firm focused on multiple sectors | 2013 | perwyn.com | London, United Kingdom | |
Private equity and venture capital investments are directed toward Europe. | 123-im.com | Paris, France | ||
PE firm investing in Europe and the US | dhpep.com | London, United Kingdom | ||
UK tech and offline companies are funded by Pentech. | pentech.vc | Edinburgh, United Kingdom | ||
Venture capital is provided to global tech startups and scale-ups. | 1982 | partechpartners.com | Paris, France | |
Early-stage investments are made in product-focused companies by Connect Ventures. | connectventures.co | London, United Kingdom | ||
Single family office backed VC and PE firm | lsgholdings.com | London, United Kingdom | ||
Provides investment advisory services focused on E-Commerce and Technology sectors. | 2010 | belerioncapital.com | London, United Kingdom | |
Digital consumer brands are acquired and enabled by technology platform. | 2004 | thg.com | Manchester, United Kingdom | |
Multi-category fashion products are offered online for men and women. | 2006 | boohoo.com | London, United Kingdom |
Investor details for Secret Sales
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Investments & Acquisitions by Secret Sales
Secret Sales has strategically engaged in corporate development activities, having acquired 4 companies. Notable acquisitions include Dreivip, Dress for less and V&D.
| Company Name | Description | Domain | Location | Founded | Acquired | Amount |
|---|---|---|---|---|---|---|
Multi-category products are sold via an online marketplace platform. | vd.nl | Diemen, Netherlands | 1887 | Jul 2025 | •••• | |
Fashion outlet offering a wide range of discounted products from popular brands, primarily focused on women's, men's, and children's clothing, as well as home goods and beauty products | afound.com | Stockholm, Sweden | 2018 | Nov 2024 | •••• | |
Online retailer offering multi-category fashion products for men and women | dress-for-less.de | Kelsterbach, Germany | 1999 | Apr 2024 | •••• | |
Designer fashion brands are offered via private online shopping club. | dreivip.com | 2005 | Sep 2023 | •••• |
Complete acquisition details for Secret Sales
Acquired stakes, deal sources and the complete acquisition history require an active premium plan.
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Timeline of Secret Sales
8 dated milestones of Secret Sales across 18 years, from founding to its latest funding, stage changes and deals.
- Founded Secret Sales is founded.
- Funding First funding round.
- Milestone Reaches Minicorn status.
- Funding Latest funding round, Series B, of $10.0M.
- Acquisition Acquires Dreivip.
- Acquisition Acquires Dress for less.
- Acquisition Acquires afound.
- Acquisition Acquires V&D.
Competitors of Secret Sales
Secret Sales has 3 listed competitors in our database, 3 of them funded. They include In The Style, LoveCrafts and Trouva.
| Company Name | Domain | Founded | HQ Location | Total funding | Employees | Description |
|---|---|---|---|---|---|---|
| inthestyle.com | 2013 | Manchester, United Kingdom | $74.56M | 175 | Multi-category fashion products are retailed online by the company. | |
| lovecrafts.com | 2012 | London, United Kingdom | $145.58M | Social commerce platform for craft makers is provided. | ||
| trouva.com | 2013 | London, United Kingdom | $40.55M | 32 | Multi-category fashion and lifestyle products are retailed online. |
Detailed competitors of Secret Sales
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Web traffic of Secret Sales
The website of Secret Sales (secretsales.com) receives about 4.1M visits a month.
- Monthly visits4.1M
▼ 23.7% vs previous month
Websites whose visitors overlap most with Secret Sales. Affinity shows how closely the audiences match.
| Website | Domain | Audience affinity | Monthly visits | Global rank | Profile |
|---|---|---|---|---|---|
tkmaxx.com | tkmaxx.com | 100% | #3,142 | – | |
| achica.com | 91% | View details | |||
studio.co.uk | studio.co.uk | 89% | #23,912 | – | |
| boots.com | 86% | 31.3M | #1,419 | View details | |
| topcashback.co.uk | 86% | #5,864 | View details | ||
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
All 40 similar websites and full traffic analytics for Secret Sales
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Related news about Secret Sales
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Frequently Asked Questions about Secret Sales
Secret Sales was founded in 2007 and raised its 1st funding round 3 years after it was founded.
Secret Sales is headquartered in London, United Kingdom. It is registered at London, England, United Kingdom.
Secret Sales is a funded company, having raised a total of $38.94M across 5 funding rounds to date.
Secret Sales has 25 employees.
Annual revenue of Secret Sales is $12.49M as on Sep 30, 2023.
Secret Sales was founded in 2007 and is headquartered in London, United Kingdom. An online marketplace is operated, focusing on fashion items such as casual wear, swimwear, sportswear, footwear, accessories, and eyewear. Beauty products, home goods, and preloved items are also included in the catalog. Operations center on e-commerce sales across multiple categories for a diverse customer base.
Secret Sales's top competitors include LoveCrafts, In The Style and Trouva.
Secret Sales has made 4 acquisitions, including Dreivip, Dress for less, and V&D.
Secret Sales has 12 investors. Key investors include THG, Boohoo, Partech Partners, Perwyn, and Brands4friends.
The valuation of Secret Sales is $19.5M as of Feb 2012.
Secret Sales operates through Lrg Online Limited.
The website of Secret Sales receives about 4.1 million visits a month.