Luxury footwear brand Kurt Geiger is partnering with premium marketplace Secret Sales
The move will allow Kurt Geiger to drive sales from markdown and promotional inventory alongside its new ‘made for outlet’ range.
To ensure a premium, non-full-price experience, it will retain control of branding, price and inventory, driving profit from the new range while maintaining positive brand equity.
Kurt Geiger will also have access to Secret Sales’ customer data and site analytics through its GDPR-compliant data share program, enabling it to target customers with its full-price offering.
Gareth Rees-John, CDO, Kurt Geiger, said: “Tackling excess stock presents a huge challenge for brands that care about their market positioning. However, by launching on Secret Sales, we can turn non-full-price inventory into a profit center. Even better, the Secret Sales marketplace helps us attract new customers, who become invested in the brand and open to our full price ranges.”