Secret Sales, one of the UK’s leading off-price luxury retailers, has launched a retail media network that looks to tap into the burgeoning affordable and luxury sector by leveraging its18 million unique visits, who come in search of off-price products from more than 2400 brands.
Implementing Mirakl Ads, the roll out of the networks begins this month (May 2025) and will initially focus on sponsored product advertising with Secret Sales’ luxury and premium brand partners. The company plans rapid expansion into Germany and additional European markets from June 2025, with future developments including new advertising formats.
The implementation of Mirakl Ads will enable Secret Sales to transform its high-value online traffic into a revenue-generating asset while enhancing the shopping experience for its 5.5 million customers. In addition, Mirakl Ads’ AI-powered technology ensures that all advertising maintains relevance and personalisation while preserving the platform’s premium shopping experience, says the company.
Secret Sales’ implementation of Mirakl Ads represents a significant step in the evolution of retail media within the luxury off-price sector, where this model is still emerging. The company’s strategic approach focuses on building a sustainable retail media ecosystem that delivers value across its entire network of brands, customers, and marketplace sellers.
“The integration of Mirakl Ads marks a strategic milestone for Secret Sales. This advanced retail media solution will revolutionize how our luxury brand partners connect with our affluent customer base, while creating substantial new revenue streams and enhancing our marketplace ecosystem,” says Ekow Mensah, VP Retail Media at Secret Sales
Mirakl’s retail media platform stands out for its ability to serve advertisers of all sizes. The solution enables smaller brands to automate and optimize their campaigns through AI-driven tools, while offering larger advertisers the flexibility to create comprehensive campaigns across the entire sales funnel. This democratized approach ensures that all sellers can create high-performance campaigns, regardless of their previous retail media expertise.
“Our expanded partnership with Secret Sales through Mirakl Ads demonstrates the versatility of our retail media solution across different retail segments. By combining Secret Sales’ unique position in the luxury off-price market with Mirakl’s advanced advertising capabilities, we’re creating a powerful platform for premium brands to engage with high-intent shoppers,” says Jonathan Evans, RVP Mirakl Ads at Mirakl.