Sarah Curran to launch Very Exclusive

After Shop Direct tapped Sarah Curran, the co-founder of My-Wardrobe.com last December to curate its luxury offering, the online retailer unveiled on Friday the impending launch of its stand alone e-commerce platform: Very Exclusive.

“With Very Exclusive, we'll be looking to offer a curated edit, along with our favorite must-have pieces of each collection that will fit perfectly into every woman’s wardrobe," explained Curran, managing director of Very Exclusive.

The new luxury site will offer diffusion and second lines from designer fashion and luxury beauty brands, including brands like Marc by Marc Jacobs, McQ, Red Valentino, Carven, Kenzo, See by Chloe, Vivienne Westwood Anglomania and J Brand Jeans. Very Exclusive will also offer a high street luxury division with focus on premium high street brands as well as high end beauty offering.

Shop Direct to launch exclusive e-commerce platform led by Sarah Curran

The core target audience for Very Exclusive is to be women aged between 26 and 35. The brand will offer shoppers the choice to spread the cost of this purchases across three monthly, interest-free payments, like Very.co.uk. “As well as offering the option to spread the cost, there'll also be a keen focus on accessible price points,” added Curran. “The site itself will provide a rich editorial experience that will guide women through the season’s collections, trends and key looks.”

Although the website was officially announced today, the site will not go live until next year February, with its launch coinciding with London Fashion Week. So far over 100 premium, designer and luxury brands have signed up with the exclusive platform.

“We believe Very Exclusive is going to go down a storm with stylish women across the UK and are throwing our full weight behind the brand. We couldn't be more excited to see the reaction when we push the button next spring.”

Gareth Jones, group retail and strategy director who is currently overseeing the development of Very Exclusive added: “After months of market research and testing, it’s extremely clear to us that there’s a real appetite – both among existing customers of Very.co.uk and women who don’t currently shop with our brands – to shop a standalone luxury site and have the option to spread the cost."

“We've also been delighted with the reaction from the luxury brands we've spoken to, who’ve seen immediately that Very Exclusive offers them the opportunity to access a customer base that wouldn't otherwise be able to afford to buy their products outright."

"We're confident that Very Exclusive is going to be a massive success.”