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Very expands range to better meet customer needs as Shop Direct consolidates fashion proposition

May 25, 2018

Shop Direct is to migrate its luxury fashion proposition to Very from Very Exclusive during autumn winter 2018, in a move designed to enable customers to shop its entire fashion range in one place.

Shop Direct launched Very Exclusive in 2015, with the aim of democratising luxury fashion by combining premium brands with its unique ways for customers to spread the cost.

Today, Very Exclusive stocks 90 high end fashion brands and, since launch, has driven year-on-year growth in sales, margin and profitability. Migrating the premium proposition to the much larger Very site will make brands more readily accessible to its 2.6 million-strong customer base.

Shop Direct therefore plans to transition Very Exclusive into Very during autumn winter 2018, with Very to take over as the home of the group’s premium brand proposition in time for spring summer 2019.

Sam Perkins, group product director at Shop Direct, said: “Very Exclusive has played an important role for Shop Direct in broadening the range of premium fashion brands we’re able to offer our customers. At the same time, Very has continued to grow strongly thanks to its compelling proposition and clear customer appeal. Now is therefore the right time to consolidate our fashion proposition by bringing together our premium brand relationships with the scale, power and customer base of Very.

“This will allow us to sharpen our focus on our core customer and our core business, and to channel our investment more effectively. We see huge potential benefits from this move for our customers, our business and the brands themselves. We look forward to enabling our customers to shop all the fashion brands they love in one place, and to continuing to offer them affordable ways to buy into luxury through Very.”



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Shop Direct

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Cerith Evans         0207 404 5959


Shop Direct is the UK’s second largest pureplay digital retailer, with annual sales of £1.93 billion. Our digital department store brands are and We receive an average of more than 1.3 million website visits every day, with 69% of online sales completed on mobile devices.

We exist to make good things easily accessible to more people. With our department store range of famous brands, market-leading technology and data capabilities and unique financial services products offering flexible ways to pay, we’re well placed to deliver on that promise.

We sell more than 1,800 famous brands, including big name labels and our own exclusive brands. We have four million customers and deliver 49 million products every year. Our free click and collect service, CollectPlus, delivers to 7,000 stores across the country, increasing ease and convenience for customers.

For more information on Shop Direct, visit or follow us on Twitter at @ShopDirect