Very.co.uk eyes own label fashion growth with V by Very

Very.co.uk, the £850m turnover online department store operated by Shop Direct, is targeting accelerated growth in the UK fashion market by launching its new ‘hero’ own label clothing brand, ‘V by Very’ – which the etailer wants to expand rapidly over the coming years.

Incorporating high quality, design-led lines across womenswear, menswear and childrenswear, V by Very mixes seasonal pieces with distinctive, must-have fashion essentials, and is already available on Very.co.uk as well as Littlewoods.com, which is also operated by Shop Direct.

The new brand, which represents great value and has a consistent handwriting, is designed to excite and inspire Very.co.uk’s core customers, and will continue to be supported by existing children’s clothing label Ladybird and plus-size fashion brand So Fabulous.

V by Very’s new womenswear collection – which will be formally unveiled to consumers on 5 September 2016 alongside new menswear and childrenswear ranges – will include lines across women’s clothing, footwear and accessories. With prices starting from £12 up to £200, it will provide trend-led capsule collections focusing on head-to-toe dressing in sizes eight to 24.

The womenswear collection has been designed and curated using customer insight by in-house design and buying teams specifically for Very.co.uk’s 25-44 year old female target customer.

Alex Baldock, CEO at Shop Direct, 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.”

Matt Dixon, group product director at Shop Direct, commented: “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.”

On the new V by Very womenswear range, group fashion director at Shop Direct Zoe Matthews added: “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.”