BestSecret Group

What BestSecret Group does

BestSecret Group is a European members-only online and omnichannel retailer of premium and luxury off-price fashion, headquartered in Aschheim, Germany, and operating under the BESTSECRET brand. The company sells excess inventory from premium and luxury fashion brands at exclusive member-only prices through an invitation-only model, where prospective members must be referred by existing members or join a waiting list. Its core product is the personalized BESTSECRET Onlineshop at www.bestsecret.com, complemented by native iOS and Android mobile applications, five physical Premium & Outlet Stores in Germany (Aschheim, Munich, Frankfurt am Main) and Austria (Vösendorf), and a third-party marketplace. The technology stack integrates Okta for authentication, Salesforce for CRM and marketing automation (including Salesforce Marketing Cloud for newsletters and push notifications), and Datadog for monitoring, with AI capabilities applied to chat-based customer support, personalized product recommendations based on browsing and purchase history, predictive payment default analytics, and fraud detection.

The business model combines direct product sales (online and in physical stores), marketplace commissions from third-party sellers, and membership services supported by the Diamond Privilege tiered loyalty programme (Levels 1-3) and the "Invite Friends" referral programme. The closed membership architecture, gated by invitation and reinforced by loyalty tiers, generates switching costs and a community-driven acquisition loop. BestSecret Group operates through a holding structure: Best Secret Group SE as the parent entity, Best Secret GmbH as the primary operating subsidiary, Best Secret Logistik GmbH for fulfillment, plus regional entities in Austria, Poland (retail and logistics), Greece, Italy, and Bulgaria. The company serves 11 European markets (Germany, Austria, Poland, Greece, Italy, Bulgaria, Sweden, Netherlands, Belgium, France, Switzerland), employs 1,001-5,000 people, and has been backed by Permira since October 2016.

Name

BestSecret Group

Legal name

Best Secret GmbH

Website

https://bestsecret.com

Company type

Private

Founded year

1924

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

BestSecret Group operates a European members-only omnichannel platform selling premium and luxury off-price fashion through an invitation-only online shop, mobile apps, and physical stores in Germany and Austria, serving fashion-conscious consumers across 11 European markets.

Ownership category

akta.pro rank

Product category

Luxury Off-Price Fashion Retail

NAICS

Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Family Clothing Stores (5651)

akta.pro primary industry

Private/Closed Membership Generalist Marketplaces (CRAFAAAG)

akta.pro secondary industries

Luxury & Premium Catalog Department Store Retailers (CRAGAIAL), Luxury Retail & Clienteling (Boutiques/Omnichannel) (CRAKAFAM), Premium Department Stores (CRAGADAB)

Keywords

• Members-only fashion
• Luxury off-price retail
• Online fashion marketplace
• Premium brand e-commerce
• Invitation-only shopping

Headquarters

HQ city

Aschheim

HQ country

Germany

HQ region

Europe

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Supply Chain, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales (Online and Retail): Direct sales of premium and luxury fashion brands through the personalized online shop and BESTSECRET physical stores. Members purchase items at exclusive member-only prices.
2. Marketplace Commission: Third-party marketplace partners sell products through the BESTSECRET platform. BESTSECRET receives commission for order processing, with marketplace partners handling delivery for their items.
3. Membership Services: Personalized membership providing access to exclusive prices on premium and luxury brands. Includes loyalty program benefits (Diamond Privilege) and personalized newsletters as part of the membership contract.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

BestSecret Group operates a members-only online and physical shopping destination offering premium and luxury off-price fashion brands at exclusive member-only prices. Access is restricted to invited members who receive personalized product recommendations based on browsing and purchase history, with the ability to shop via web, mobile apps, and retail stores across Europe. A third-party marketplace layer and tiered Diamond Privilege loyalty programme complement the core retail offering.

Product overview

BestSecret Group operates a members-only shopping community for premium and luxury brands at exclusive prices. The core offering consists of the personalised BESTSECRET Onlineshop (web and mobile app) and physical BESTSECRET Stores in Germany and Austria. The platform is complemented by the Diamond Privilege Loyalty Programme (a tiered rewards system) and an Invite Friends referral programme. All services are interconnected through a unified membership system that personalises the shopping experience based on individual member preferences, sizes, and purchase history.

Differentiator

Problem solved

Functional benefit

Products and services

• BESTSECRET Onlineshop

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration36 records

AI capability5 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered core.

• DHLcoreChannel Partner/ Reseller/ DistributorPrimary delivery partner for shipping parcels to customers. DHL handles domestic and international shipments for online orders.
• HermescoreChannel Partner/ Reseller/ DistributorDelivery partner for shipping parcels to customers. Hermes provides alternative shipping options for online orders.
• RivertycoreTechnology or IntegrationPayment method provider enabling flexible payment options for customers at checkout.
• PayPalcoreTechnology or IntegrationDigital payment platform enabling secure online transactions for BESTSECRET customers.
• VisacoreTechnology or IntegrationCredit card payment network supported for customer transactions.
• MastercardcoreTechnology or IntegrationCredit card payment network supported for customer transactions.
• OktacoreTechnology or IntegrationAuthentication platform for secure member registration and login. Okta manages identity verification and access control for the BESTSECRET member area.
• SalesforcecoreTechnology or IntegrationCustomer relationship management platform used for customer support, marketing automation, and newsletter delivery via Salesforce Marketing Cloud.

Recent moves6 records

Expansion highlights6 records

Direct peers

• Veepee (formerly Vente-Privée): Veepee is the original European flash-sale members-only luxury and lifestyle platform, structurally identical to BestSecret with event-based private sales, invitation access, and a marketplace of premium brands. The closest direct competitor in business model, customer base, and category.
• The Outnet (Net-a-Porter Group): Off-price sister site of Net-a-Porter offering prior-season luxury and designer fashion at reduced prices. Directly comparable in premium off-price assortment and target customer, though operates with open registration rather than invitation-only gating.
• Saks OFF 5TH: Off-price extension of Saks Fifth Avenue selling luxury and premium fashion at discounts. Comparable assortment and pricing model, though primarily U.S. focused and store-led rather than members-only.
• Gilt (now part of Rue Gilt Group): Members-only flash-sale site for luxury and lifestyle brands. Closely comparable invitation/event-sale model and premium off-price positioning, historically a U.S. leader in the same category as BestSecret in Europe.
• Zalando Lounge: Zalando's members-only private-sales platform offering flash deals on premium and mainstream fashion brands across Europe. Directly comparable model with invitation/event-based access and pan-European reach, and benefits from parent Zalando's logistics and brand-supplier scale.
• 24S (LVMH): LVMH-owned multi-brand luxury e-commerce site carrying premium maisons at full and occasionally reduced prices. Comparable in premium-luxury assortment and European footprint, but with the structural advantage of direct LVMH brand supply versus BESTSECRET's off-price dependency.
• BrandAlley: European private-sale and off-price platform for premium fashion, beauty, and home. Operates an invitation/members model with flash sales across multiple European countries, directly competing with BestSecret in the off-price luxury space.
• Secret Sales: UK-based members-only off-price platform offering premium and luxury fashion, footwear, and beauty. Closely comparable business model, customer segment, and category, and a direct competitor in the European market.

Emerging players

• Mytheresa: Curated multi-brand luxury e-commerce platform serving the same premium-luxury fashion customer as BESTSECRET, with overlap in brands, geographies (Europe, U.S.), and target segment. Differs by operating at full price with no off-price/offline discount model.

Broad incumbents

• Nordstrom Rack: Off-price division of Nordstrom offering discounted premium and contemporary fashion. Comparable off-price category and target customer, though operating predominantly in the U.S. and through physical-led omnichannel rather than members-only online.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/bestsecret.global
• Instagraminstagram.com/bestsecret
• TikToktiktok.com/@bestsecret
• Xx.com/bestsecret
• LinkedInlinkedin.com/company/bestsecret

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries9 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BestSecret Group