Love The Sales rebrands as TheCode with AI-driven luxury focus

The rebranding marks a departure from the traditional off-price retail model. CEO Mark Solomon emphasized that the company aims to balance brand integrity with value, prioritizing the desirability of luxury goods over the depth of discounts. By moving to an invite-only structure, TheCode allows partner brands to isolate surplus inventory from their full-price channels, ensuring that core customers remain focused on new-season collections.

Central to this shift is a proprietary AI system designed to streamline operations for retailers. The technology automates stock management and marketing, while also predicting product relevance to help shoppers navigate the expansive assortment. According to CTO David Bishop, the goal is to reduce complexity for both partners and customers by surfacing the right products for individual users, ultimately driving more effective commercial outcomes.