Lifestyle Retail Group has rebranded as Secret Sales Group after reporting a 41 per cent rise in like-for-like gross merchandise value.

The off-price retail group said the move reflected the growing scale and recognition of Secret Sales, which has become its flagship brand across Europe.

The business, which operates in seven European markets, said its total available inventory had risen 124 per cent year on year and now exceeded £7 billion in retail value.

Its recent acquisitions also continued to grow ahead of expectations. V&D and To Be Dressed in the Netherlands and Belgium delivered 212 per cent like-for-like growth, while Afound in Sweden, which was acquired from H&M, grew more than 100 per cent.

Dress for Less in Germany grew 58 per cent, while the group’s core UK business recorded 45 per cent like-for-like growth.

Since the start of 2026, Secret Sales Group has added 150 new partners and 504 new brands to its platform.

Customers now have access to 560,000 products, up 101 per cent year on year, representing more than 1.5 million SKUs across 4878 brands.

The group said the rebrand applied only to its corporate identity, with consumer-facing brands including Secret Sales, V&D, To Be Dressed, Dress for Less, Dreivip and Afound continuing to trade under their existing names.

Secret Sales Group chief executive Chris Griffin said: “The Secret Sales brand has become one of the most recognised names in European off-price retail, making Secret Sales Group the natural identity for the business going forward.

“Our acquisitions are outperforming, our core markets continue to grow strongly, and we’re attracting more brands and retailers than ever before.”

Griffin said brands were moving away from traditional clearance models towards technology-led platforms that gave them more control over pricing, presentation and brand positioning.

“Our ambition is simple: to become the first place brands think of when they need to efficiently distribute excess inventory across Europe,” he added.