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Secret Sales names new Chief Technology Officer

Sophie Smith
30 January 2024

Off-price fashion and beauty marketplace Secret Sales has named Anthony Farrow as its new Chief Technology Officer, strengthening its commitment to "intensifying its focus on technology investments".

For 23 years, Farrow has worked with global fashion firms, including Burberry and Kering Group, helping to design and implement commercially successful retail solutions.

Prior to joining Secret Sales, he was a Managing Director at global professional services company, Accenture.

In his new role, Farrow will lead the advancement of artificial intelligence and emerging technologies to "enhance the platform's efficiency for retailers, brands, and customers".

This involves the implementation of serverless architecture, refining search capabilities, and integrating AI-driven product attributes.

Chris Griffin, CEO of Secret Sales, said: "Anthony’s arrival comes at a pivotal transformation point for the business.

"His leadership, depth of ecommerce knowledge, and proven ability to develop innovative retail solutions are precisely what we need as we continue to evolve and grow the platform."

Farrow added: "Secret Sales' proposition and ambition to shake up the off-price world drew me in. They've got fantastic, fit-for-purpose tech, but the real game-changer lies in maximising their amazing customer and supplier data.

"Taking a holistic view across the entire front and back end is key, and that's where I come in. It's what we do next with this data that will set us apart, and I'm excited to deliver a data-driven vision for the platform and see it through to the very end."

It follows the appointment of Chris Lacey to the newly created role of Chief Digital Officer to help drive international growth.

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