BestSecret Group
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.
- Company typePrivate
- Founded1924
- HeadquartersAschheim, Germany
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
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.
BestSecret Group firmographics
Firmographics- 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
BestSecret Group industry classification
Industry- 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
Where BestSecret Group is headquartered
LocationHeadquarters
- HQ city
- Aschheim
- HQ country
- Germany
- HQ region
- Europe
Offices10 records
Markets served
BestSecret Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Supply Chain, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- 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.
- 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.
- 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
BestSecret Group product offering
Product offeringCore 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
Companies that use BestSecret Group
Customer profileSegments1 record
Ideal customer profiles1 record
BestSecret Group technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration36 records
AI capability5 records
Feature4 records
BestSecret Group partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core.
- DHLcorePrimary delivery partner for shipping parcels to customers. DHL handles domestic and international shipments for online orders.
- HermescoreDelivery partner for shipping parcels to customers. Hermes provides alternative shipping options for online orders.
- RivertycorePayment method provider enabling flexible payment options for customers at checkout.
- PayPalcoreDigital payment platform enabling secure online transactions for BESTSECRET customers.
- VisacoreCredit card payment network supported for customer transactions.
- MastercardcoreCredit card payment network supported for customer transactions.
- OktacoreAuthentication platform for secure member registration and login. Okta manages identity verification and access control for the BESTSECRET member area.
- SalesforcecoreCustomer relationship management platform used for customer support, marketing automation, and newsletter delivery via Salesforce Marketing Cloud.
Recent moves6 records
Expansion highlights6 records
BestSecret Group competitors and assessment
Company assessmentDirect 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
BestSecret Group social profiles
Digital presenceBestSecret Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
BestSecret Group leadership team
Management profileNumber of profiles
Profiles5 records
BestSecret Group subsidiaries and ownership
Company hierarchySubsidiaries9 records
BestSecret Group funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BestSecret Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about BestSecret Group
What does BestSecret Group do?
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.
Is BestSecret Group a public or private company?
BestSecret Group is a private company. It is classified as private equity controlled and is currently operating.
When was BestSecret Group founded?
BestSecret Group was founded in 1924. It employs 1,001 to 5,000 people.
Where is BestSecret Group based?
BestSecret Group is headquartered in Aschheim, Germany, in the Europe region.
How does BestSecret Group make money?
Three revenue lines are on record. Product Sales (Online and Retail) is the primary driver. The others are marketplace Commission and membership Services.
Who are BestSecret Group's main competitors?
Direct peers on record are Veepee (formerly Vente-Privée), The Outnet (Net-a-Porter Group), Saks OFF 5TH, Gilt (now part of Rue Gilt Group), Zalando Lounge, 24S (LVMH), BrandAlley and Secret Sales. Mytheresa is listed as an emerging player. Nordstrom Rack is listed as a broad incumbent.
Does BestSecret Group have an API?
No public API is recorded for BestSecret Group.
What industry is BestSecret Group in?
BestSecret Group's product category is Luxury Off-Price Fashion Retail. Its primary akta.pro industry code is CRAFAAAG, Private/Closed Membership Generalist Marketplaces, with a secondary code of CRAGAIAL, Luxury & Premium Catalog Department Store Retailers. Its NAICS code is 45811 and its SIC code is 5651.