Shop Direct to merge Very Exclusive into Very

London - Multi-brand retailer Shop Direct is set to merge its standalone luxury website Very Exclusive with its main fashion platform Very this Autumn/Winter season. The move is designed to enable customers the opportunity to shop its full fashion range from one location.

The merger comes more than three years after Shop Direct launched Very Exclusive, hiring Sarah Curran, co-founder of My-Wardobe.com, to help curate its luxury offering. The aim of Very Exclusive was to democratise luxury fashion by pairing premium brands with a unique way for customers to shop and spread the cost of their purchases over several payments.

Very Exclusive to merge with Very to form single platform

At the moment Very Exclusive stocks 90 high-end brands, such as J Brand, Calvin Klein and Kenzo. Very is set to take over as the home base of Shop Direct’s premium brand proposition in time for Spring/Summer 2019. Since its launch in February 2015, Very Exclusive has reported year-on-year growth in sales, margin and profitability. However by migrating its full premium brand proposition to its big sister website Very, it would ensure its brand offering is more readily accessible to its 2.6 million strong customer base, said Shop Direct in a statement.

“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,” said Sam Perkins, group product director at Shop Direct. “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,” he added. “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.”

photo: Very exclusive website