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Shop Direct to merge Isme into Very

By Danielle Wightman-Stone

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Shop Direct is merging Isme.com into sister e-tailer Very.co.uk from the end of the month, as it looks to focus on its two “power brands,” Very and Littlewoods.

The brand consolidation follows the migration of Woolworths.com into Very.co.uk in June, and the merger of K&Co.com into Littlewoods.com in July.

Shop Direct chief executive, Alex Baldock said: “We’re now powered by two engines, Very.co.uk and Littlewoods.com. Freeing up investment tied up in our past means we can turbo charge these two power brands and accelerate towards our future as a world-class digital retailer.”

Isme launched in 2011 tailored for the stylish mature customer over 50 with a range of own label and branded womenswear, as well as selling everything from menswear and children’s toys to bedding, furniture and electrical products.

isme
isme.com
Shop Direct
Very
Very.co.uk