Shop Direct unveils new luxury brand
E-COMMERCE giant Shop Direct, has launched its new luxury fashion brand VeryExclusive.
The Liverpool-based group says VeryExclusive which is led by sector expert and British Fashion Council patron Sarah Curran MBE, aims to make luxury fashion and beauty accessible to more people.
The new brand stocks more than 150 high street luxury brands, topping Shop Direct’s the original target of attracting 100 labels for launch.
Marc by Marc Jacobs, Karl Lagerfeld, Red Valentino, Reiss, Vivienne Westwood Anglomania, Stila, Nars, Barbour, Joseph and Karen Millen are among the brands available. A further 30 are already signed up for the autumn/winter 2015 season, including Whistles and Paul Smith.
Shop Direct group chief executive, Alex Baldock, said: “VeryExclusive will give the luxury market a much-needed shake up. We’re bringing luxury within reach of many who crave a Karl Lagerfeld jacket or a Vivienne Westwood handbag but feel it’s out of reach.
“We’re making luxury attainable, both financially and emotionally. Luxury fashion doesn’t have to be confined to the streets of Mayfair – girls up and down the country want to wear designer labels.There’s a big potential audience out there for VeryExclusive.”
Shop Direct has identified 3.8 million target customers, a large proportion of whom already shop with its flagship mainstream brand, Very.
Gareth Jones, deputy chief executive who oversees VeryExclusive said: “We already see growing demand for luxury and premium brands through searches on Very and from talking to our customers. Shop Direct has a long history of developing successful brands from scratch, most recently Very, now a £800m brand and the growth engine of our business.”
Sarah Curran managing director of VeryExclusive added: “I remember jotting down my wish list of accessible luxury brands – the fact that they’ve all embraced us like they have is testament to the strength of our proposition and the style and aesthetic our team has developed.”
