Secret Sales, one of the UK’s leading off-price luxury retailers, is expanding its digital capabilities by implementing Mirakl Ads, a retail media solution uniquely optimized for both first-party eCommerce and third-party marketplace offerings. This strategic move builds upon Secret Sales’ existing partnership with Mirakl and marks a significant advancement in their digital transformation journey.
In the rapidly evolving retail media landscape, where global spending is set to reach $179.5 billion by 2025, Secret Sales is positioning itself at the forefront of the luxury off-price sector. 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.
Secret Sales’ marketplace platform serves an engaged audience with 18 million unique visits, creating a powerful foundation for retail media success. The company’s network of over 2,400 premium brands will now gain access to advanced advertising capabilities through Mirakl Ads’ intuitive platform. This technology empowers brands to create, automate, and optimize their campaigns using sophisticated AI-powered tools, ensuring maximum impact and return on investment.
The rollout begins in the UK market in May 2025, focusing initially 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. Mirakl Ads’ AI-powered technology ensures that all advertising maintains relevance and personalization while preserving the platform’s premium shopping experience.
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.
– Ekow Mensah, VP Retail Media, 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.
– Jonathan Evans, RVP Mirakl Ads, Mirakl.
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.
