Very to launch new own label to “accelerate growth”

Shop Direct’s online department store Very.co.uk is targeting “accelerated growth” in the UK fashion market with the launch of its new “hero” own label clothing brand, ‘V By Very’, which will be unveiled to consumers on September 5.

The new womenswear collection will include clothing, footwear, and accessories, with the aim of providing “trend-led capsule collections focusing on head-to-toe dressing”. Prices will start from 12 pounds up to 200 pounds and will be available in sizes eight to 24.

The new brand has been designed to “excite and inspire” Very’s core customers, while representing great value, and will be launched alongside new menswear and childrenswear ranges, as well as being supported by existing children’s clothing label Ladybird and plus-size fashion brand So Fabulous.

Designed and curated using customer insight by the in-house design and buying teams the e-tailer is targeting Very’s 25-44-year-old female customer by providing them with seasonal pieces and must-have fashion essentials.

Commenting on the new V by Very womenswear range, Shop Direct group fashion director, Zoe Matthews said: “We know our customer wants a wardrobe that reflects them as an individual. Our new V by Very womenswear collection gives her quality, feminine fashion, with a distinctive handwriting that she’ll love.

“It’s about style and inspiration combined with ease and convenience; helping our customer get more out of every day. That’s what we want to be famous for and that’s what V by Very will give her.”

Very to launch new “hero” clothing brand ‘V by Very’ in September

Shop Direct chief executive Alex Baldock, said: “V by Very is the natural next step for Very.co.uk. We’re building a world-class online department store; now we have an own label fashion brand to match our ambition.

“We’ve created this new collection – and this new brand – alongside our customer. She’s told us what she wants and by listening to her, V by Very can become a major force in British fashion. We’re backing it big time.”

Shop Direct group product director, Matt Dixon, added: “We saw a clear opportunity to create a strong own brand that recognises and serves the many roles our customers play day-to-day.

“We’re not only tracking the latest trends and catwalk styles but everyday we’re listening to our customers’ views and looking at how they shop; creating a data-driven fashion brand that is truly relevant for them. It’s this relentless focus on relevance that will help to create new opportunities to expand womenswear, menswear, and childrenswear, and help V by Very become a success.”

Shop Direct is the UK’s second largest pureplay online retailer, with annual sales of almost 1.8 billion pounds, with digital department store Very.co.uk recording a turnover of 850 million pounds. Other brands in the group include Littlewoods and Very Exclusive, selling more than 1,500 brands, including big name labels and our own exclusive brands.

Its websites receive an average of more than 1.2 million website visits every day, with over 60 percent of online sales completed on mobile devices.

Images: Courtesy of Very/Shop Direct