Shop Direct to merge Very Exclusive into its main fashion site Very
Very Exclusive was launched in 2015 and it set out to "democratise" luxury by offering premium brands to customers with the ability to spread the cost over several payments.
The site stocks around 90 brands including By Malene Birger, Kenzo, Calvin Klein and J Brand, and Shop Direct said it had posted year-on-year growth in sales, margin and profitability since launch. By shifting the proposition to Very it would open the brands up to its 2.6m-strong customer base, Shop Direct added.
"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. 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," said Shop Direct group product director Sam Perkins.
"This will allow us to sharpen our focus on our core customer and our core business, and to channel our investment more effectively. 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," Perkins added.
The transition of the site will begin in the Autumn with Very set to take over as the home of the group’s premium brand proposition in time for spring summer 2019.