Love the Sales Relaunches as THECODE

Love the Sales has launched as its new identity, THECODE: a curated marketplace bringing together luxury and contemporary fashion from a network of established retail partners.

Launching with more than 100,000 curated styles across menswear, womenswear and accessories, THECODE gives customers access to sought-after fashion at exceptional value, presented through a more premium, personalised and inspiring shopping experience.

The selection available through THECODE’s retail partners spans globally recognised luxury houses and leading contemporary labels. Current product availability includes styles from 500 brands, including Saint Laurent, Kenzo, Stella McCartney, Jimmy Choo, Acne Studios, Bottega Veneta, Palm Angels, Fear of God & more.

THECODE succeeds the Love the Sales marketplace, which has attracted more than 26 million visits from shoppers and facilitated more than one million customer orders in the UK. The business works with a network of more than 150 retail partners.

The new proposition is built around three principles: Desirability – elevating off-price inventory with the consideration and quality expected of a luxury destination; Access – connecting customers with compelling products and value through established retail relationships; and Intelligent curation – combining fashion expertise with proprietary technology to make a large and constantly changing assortment feel relevant and personal.

THECODE is an invite-only marketplace, with partners selected according to product quality, positioning and their adjacency to the wider assortment. This curated approach is intended to create a coherent fashion destination rather than an indiscriminate marketplace built around volume alone.

A personalised, curated experience for each shopper is complemented by a forthcoming membership proposition, offering benefits including early access to selected events and collections. Over time, THECODE plans to deepen its relationships with brands and retailers to offer more exclusive products, content and experiences.

Over the past decade, we have built significant scale and developed a clear vision of what the future of off-price retail should look like. Value should never come at the expense of presentation, experience or brand integrity. THECODE brings the desirability of luxury together with intelligent discovery and value.

We want to redefine the way customers experience off-price fashion. THECODE is deliberately luxury-first and quietly off-price, giving customers a luxury experience to match the quality of the brands they are buying. We lead with the desirability of the brand and product rather than the depth of the discount.

– Mark Solomon, co-founder and CEO, THECODE For brands and retailers, THECODE provides a premium, data-led environment for reaching relevant customers, generating incremental demand and managing selected inventory separately from owned, full-price channels.

This allows partners to keep their core customers focused on new-season collections while placing surplus inventory within a distinct and considered environment. THECODE’s proprietary AI technology is designed to optimise how and when products are surfaced, helping partners minimise markdowns and maximise financial returns.

AI-powered onboarding, automated stock management and intelligent marketing also make it easier for partners to sell through the platform with minimal ongoing management. A large assortment only becomes valuable when customers can navigate it effectively.

Our proprietary AI technology helps us understand product relevance, recognise intent and create a more individual edit for every shopper. Technology allows us to manage complexity for both customers and partners.

The aim is not simply to show customers more products, but to help them discover the right products, and to help our partners achieve the right commercial outcome. -David Bishop, co-founder and CTO, THECODE THECODE’s customer-facing proposition is “Luxury, Unlocked.”