Shop Direct steps into the luxury sector with VeryExclusive.co.uk

The market has had to make space for the launch of a new luxury website today - VeryExclusive.co.uk. Developed by Shop Direct, leading multi-brand digital retailer, the premium arm of sister site Very.co.uk was designed to help shake up things in the luxury sector and officially launches this Friday with an event hosted by its managing director Sarah Curran MBE and the British Fashion Council’s chief executive Caroline Rush, closing the first day of London Fashion Week.

The new digital storefront aims to open the doors of the luxury fashion and beauty market and make it more accessible to consumers. "It’s hard to believe that just a year ago, VeryExclusive.co.uk was a mere idea we were bouncing around and now we’re live with a brand that’s going to democratise luxury fashion and beauty," said Curran. "I remember jotting down my wish list of accessible luxury brands – the fact that they've all embraced us like they have is testament to the strength of our proposition and the style and aesthetic our team as developed."

VeryExclusive.co.uk launches ahead of London Fashion Week

Offering over 150 premium high street labels and luxury fashion brands, such as Marc by Marc Jacobs, Karl Lagerfeld, Red Valentino, Reiss, Vivienne Westwood, Anglomania, Barbour, Joseph and Karen Millen, an additional 30 labels have already signed on to be featured on the new website for the autumn/winter 2015 season, including British labels Paul Smith and Whistles. The new platform also features magazine based editorial content, style-advice as well as beauty tips.

"VeryExclusive.co.uk will give the luxury market a much-needed shake up," said Shop Direct group chief executive, Alex Baldock. "We’re bringing luxury within reach of many who crave a Karl Lagerfeld jacket or a Vivienne Westwood handbag but feel it’s out of reach. We’re making luxury attainable, both financially and emotionally. Luxury fashion doesn’t have to be confined to the streets of Mayfair – girls up and down the country want to wear designer labels. There’s a big potential audience out there for VeryExclusive.co.uk and we’ll not rest until we’ve brought it to all of them."

Shop Direct previously identified 3.8 million potential VeryExclusive.co.uk customers, with a large percentage of them already being customers at its mainstream brand, Very.co.uk. "We already see growing demand for luxury and premium brands through searches on Very.co.uk and from talking to our customers," explained Gareth Jones, deputy chief executive, who will oversee VeryExclusive.co.uk. "Shop Direct has a long history of developing successful brands from scratch, most recently Very.co.uk, now a 800 million pound brand and the growth engine of our business."

"I’m sure VeryExclusive.co.uk will follow in its footsteps. We have the most-wanted accessible luxury brands, our market-leading e-commerce expertise will make the customer experience seamless and increasingly personalised." VeryExclusive.co.uk customers will also be able to use Shop Direct's credit offer, which include the 'Take 3' option that allows shoppers the possibility to spread the cost of their purchases over three monthly, interest-free payments.

"There’s a real excitement about VeryExclusive.co.uk," added Curran. "For shoppers, we're offering a fun, fresh and accessible taste of luxury and, for brands, we're opening up a whole new customer base that has until now felt alienated by the sector. Watch this space!"