Secret Sales has hired an elite senior leadership team to drive rapid growth, as the company expands both domestic and international operations.

The premium ecommerce marketplace is strengthening its senior management tier with six newly created director-level positions, appointing accomplished retail names who will help the business realise its ambition to become the largest non-full price marketplace for fashion and beauty worldwide.

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Shahnila Rashid joins Secret Sales as Chief Trading Officer. A respected retail leader with a significant track record in scaling businesses, she previously spent nine years at TJX as Vice President and Merchandising Director, where she was fundamental in expanding TK Maxx across Europe, launching and introducing the Homesense brand. As Advisor to the CEO of, Rashid helped develop the Chinese discount ecommerce giant into a multichannel organisation with revenues exceeding $15bn. Most recently, Rashid was CEO of retail and ecommerce at SR Retail Consultancy, where she helped start-ups to large multichannel retailers implement transformational change programmes.

“I am thrilled to be joining at a time when the off-price model is ripe for disruption, and to be part of a business with such ambition,” said Shahnila Rashid, Chief Trading Officer at Secret Sales. “My role is to develop the Secret Sales proposition further, where we preserve brand equity rather than damage it, and accelerate trading partnerships with our brands to better manage inventory sell-down and provide maximum value.”

Department store digital pioneer Fiona Lay has been appointed as Digital Director. Formerly Digital and Trading Director at Debenhams, she spent 17 years at the company where she oversaw its transition and growth into online shopping. Debenhams’ digital business was transitioned to fashion retailer Boohoo in April. Prior to Debenhams, Lay worked as Senior Merchandiser at Marks & Spencer.

“Secret Sales is a great digital brand and I am joining the business at a key moment on its rapid growth trajectory,” said Fiona Lay, Digital Director at Secret Sales. “My focus will be to accelerate and enhance customer experience, as well as drive awareness and consideration for this unique platform.”

Secret Sales has also recruited Sarah Savva as External Relationships Director. She was previously Business Lead for third party brands at Marks & Spencer, where she focused on building the retailer’s new strategy of introducing third party fashion brands online. Before this, Savva spent 29 years at Debenhams, culminating in her role as Director of External Business where she managed all external relationships and brand partnerships, achieving annual sales of over £550m.

Seasoned retail expert Cathy Reid will be joining the company as Customer Excellence Director in October, from her previous role as Head of Customer Experience at Mountain Warehouse. She has established customer-focused operations at board level to drive business growth throughout her 25 year career. Reid was also Customer Director at Ann Summers and Head of Retail and Store Operations at Mamas and Papas, and worked for ten years in store managerial roles at Signet Jewelers and Arcadia.

Lucy Malcolm Green has been appointed as Head of Digital Merchandising. Most recently Team Leader for Digital Merchandising at, she was responsible for the luxury fashion retailer’s merchandising strategy across all European and worldwide websites. Malcolm Green was formerly Ecommerce Trader at Pandora, where she defined the jewellery brand’s trading strategy to increase online growth and has also held the roles of Online Merchandiser for womenswear and shoes at Harrods, and Retail Planning Analyst at Ralph Lauren.

Meanwhile, Stacey Sue joins Secret Sales as Finance Director, having worked at luxury retailer Lulu Guinness in the same role and with Matches Fashion as Financial Controller.

“We have appointed a super group of retail stars whose collective experience has helped shape the industry, from the early years of digital transformation to today’s online-first world,” said Chris Griffin, CEO of Secret Sales. “Our new hires recognise how powerful our business model is – brands and retailers need a brand enhancing partnership route for non full price stock, and Secret Sales is revolutionising the fashion industry by providing this platform. The calibre of our team will enable us to fulfil our promise to grow and become the dominant player in the premium discount space.”

Alongside the new senior management team, Secret Sales has recruited 20 additional staff members to support all departments across the business.

Secret Sales is due to launch in new territories this autumn.

Over 900 brands currently feature on the marketplace, from Dolce & Gabbana to Superdry and Jigsaw.