The Very brand was introduced in July 2009 to replace Littlewoods Direct. It targets a younger online customer base who are aged between 25 and 45.
It has sold baby and maternity clothes since its launch but is spending a significantly higher amount on marketing the offering this year.
Rachel Rimmer, CRM lead at Very.co.uk, said: "People might not necessarily associate the Very brand with the young mum and maternity market, so we need something that really makes us stand out."
The 'Work It Baby!' campaign, created by direct agency Indicia, starts today (6 October) with a specially created film that showcases the range.
The campaign will use direct emails, social media, online advertorials, animated display ads, search and PR.
Follow-up email activity will target consumers who watch the movie and sign up to receive further information, as well as those who clicked through from the teaser emails.
In addition, direct mail packs will be sent to the whole prospect universe.
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