Secret Sales has acquired German online retailer Dress-for-less as the brand looks to expand its presence in Europe.

The premium non-full price marketplace said the move marks a “natural step” in its merger and acquisition strategy and solidifies it as “one of the most formidable discount retailers in Europe”.

Dress-for-less, which reported £100m in sales last year, counts brands such as Tommy Hilfiger, Calvin Klein and Marc O’Polo as part of its product portfolio.

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Following the acquisition, the German etailer will be powered by Secret Sales’ backend technology but will keep its brand name, look and feel.

Secret Sales said the deal will provide its brands and retailers with access to a “dramatically increased market share” of customers across Europe, with the acquisition bringing its European presence to six territories: the UK, Ireland, Belgium, the Netherlands, Spain and Germany.

The platform’s chief executive Chris Griffin said: “Dress-for-less is second-to-none in the space in Germany and forms a key part of our growth. For brands and retailers, the potential for pan-European control and expansion offers significant revenue opportunities.

“And, for Secret Sales and dress-for-less’ customers alike, there is now more choice than ever before.”

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