Secret Sales today announces the appointment of Chris Lacey as Chief Digital Officer (CDO). The exciting new leadership expansion marks a new chapter of growth for the business as it aggressively accelerates its European expansion strategy.

Chris Griffin, Chief Executive Officer (CEO), Secret Sales, said: “As we enter 2024, it’s critical for us to move quickly to keep pace with the strong appetite we’re seeing for off-price from our retailer and brand partners so we can help them expand into new European territories. This is why the time is right to strengthen our leadership team to help us deliver on our vision to positively disrupt the world of off-price.”

Chris Lacey

As Chief Digital Officer, Chris Lacey is responsible for driving Secret Sales’ platform growth and international expansion. He will be working closely with all departments to optimise the ecommerce platform to drive digital revenue, enhance the customer experience and advance operations, including marketing and technology as the business accelerates further  on its international expansion, including its merger and acquisition strategy. Chris Lacey will report into CEO Chris Griffin.

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Chris Lacey joins from Matalan, where he successfully delivered a large-scale digital transformation programme as Director of Ecommerce. Prior to this, he served as Digital Director and part of the executive team at Superdry. Over a 9 year period, Chris built Superdry’s entire ecommerce platform and operation and played a pivotal role in growing its online proposition across North America, Europe and Asia, including China.

Chris Lacey, Chief Digital Officer, Secret Sales, comments: “In today’s challenging retail climate, Secret Sales’ unique, stockless off-price model is changing the game by putting excess stock sustainably into the hands of consumers. The business is at a pivotal growth point and I’m excited to bring my ecommerce experience to the table and support the team in driving new growth across Europe, while creating new value for customers.”

In addition, Alex Adamson joins Secret Sales’ executive board as Chief Marketing Officer . In his new role, Alex is tasked with building out a wider marketing and digital strategy, working closely with Chris Lacey to support Secret Sales’ growth ambitions.

Alex Adamson, Chief Marketing Officer, Secret Sales adds: “It’s an extremely exciting opportunity to step into the CMO role at Secret Sales. The company’s distinctive market position and trajectory offer a unique opportunity for a marketer like myself. I eagerly anticipate further dedication to advancing our growth and retention strategies, leveraging the invaluable first-party data from our platform. The particularly intriguing aspect lies in the ambitious yet attainable international expansion plan for the business, in which the new executive positions play a pivotal role.”