Littlewoods Direct, Shop Direct’s single biggest brand, will be relaunched as Very, with a new website Very.co.uk. A directory featuring the range will also be produced, and a magazine will be mailed to 700,000 customers.
The brand will launch on 5 July with a full marketing campaign rolled out in September.
Barclay Brothers-owned Shop Direct has annual sales of around £1.5 billion and five million customers. It acquired the Woolworths brand earlier this year and plans to relaunch it as on online business.
The new Very brand will be aimed at shoppers aged between 25 and 45, and particularly younger families, with the majority of transactions conducted online.
Core product sectors will be fashion, mother and baby, and home and technology. More than a million customers on the group’s database will be moved over to the brand.
Shop Direct trading director David Inglis told that the company wanted to replicate the social aspect of high street shopping in the online environment.
A network of customer, buyer and celebrity insiders will interact with customers on the site and discuss and review products on sale.
Fashion / Clothing
Littlewoods Direct rebrands to capture younger audience
LONDON - Shop Direct Group, the UK's largest home shopping business, is to rebrand Littlewoods Direct as it seeks to target a younger online customer base.
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