Ted Baker has partnered with e-commerce marketplace Secret Sales to build a long-term non full price strategy, which is aimed at selling excess inventory.

The luxury fashion retailer has launched the partnership as it looks to build its first ‘always on’ UK digital outlet, enabling it to sell prime aged stock away from the main Ted Baker website.

Currently listing around 800 non full price lines, Ted Baker has selected Secret Sales to be its sole off-price marketplace channel.

Ted Baker retains full control of its brand on the Secret Sales marketplace, owning the product selection, pricing, images and copy and working in partnership on trading and marketing plans.

The retailer has digitally connected its supply chain and inventory systems to the platform to trade in real time, without the need to physically move stock to a third-party seller.

Gavin Richards, head of commercial stock at Ted Baker, said: "Secret Sales is a natural extension of our e- commerce operation, allowing us to sell surplus stock while supporting cash generation and retaining brand equity,”

“By giving shoppers the option to allow us to stay in touch, we are being introduced to and gaining new full-price customers too,” he added.

The retailer is able to maximise trade at peak times, while planning additional seasonal ranges to align with its business trading pattern.

“Ted Baker needed a curated, fashion-specific approach that offers a clean exit for non full price lines,” said Chris Griffin, chief executive of Secret Sales.

“Adding a secondary channel to its ecosystem, exclusively for aged inventory where it can sell directly to consumers in an upmarket environment, means Ted Baker can manage surplus stock sustainably, all while protecting brand image and heritage.”

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