Lacey joins Secret Sales from Matalan, where he was director of ecommerce since April 2021. Prior to this, he spent almost nine years at Superdry, most recently serving as global digital director between 2017 and 2019.
In his new role as chief digital officer, he is responsible for optimising Secret Sales’ ecommerce platform to drive digital revenue and enhancing the customer experience as the business accelerates its international expansion. Lacey will report into CEO Chris Griffin.
In addition, Secret Sales has promoted Adamson, who joined the business in 2022 as senior vice president of digital marketing, to chief marketing officer (CMO).
In his new role, Adamson is tasked with building a marketing and digital strategy, working closely with Lacey to support Secret Sales’ growth ambitions.
Griffin told Drapers in September that the business is planning to expand into a further 10 European territories in the next two years, including France, Portugal, Italy, Austria, Germany, Norway, Sweden and Denmark. The business acquired Spanish retailer Dreivip in September and launched in Ireland in November.
Lacey said: “In today’s challenging retail climate, Secret Sales’ unique, stockless off-price model is changing the game by putting excess stock sustainably into the hands of consumers. The business is at a pivotal growth point and I’m excited to bring my ecommerce experience to the table and support the team in driving new growth across Europe, while creating new value for customers.”
Adamson added: “It’s an extremely exciting opportunity to step into the CMO role at Secret Sales. I eagerly anticipate further dedication to advancing our growth and retention strategies, leveraging the invaluable first-party data from our platform. The particularly intriguing aspect lies in the ambitious yet attainable international expansion plan for the business, in which the new executive positions play a pivotal role.”