Premium women’s fashion and beauty etailer Very Exclusive will launch a menswear offer for the autumn 16 season, Drapers can reveal.
The Shop Direct-owned business has already signed up brands including Barbour, Kenzo, Aquascutum, J Lindeberg, Vivienne Westwood and Hackett. The exact date of the launch is yet to be confirmed.
The new menswear offer was revealed exclusively today at the Drapers Digital Forum by Gareth Jones, deputy CEO of Shop Direct.
Adam Jagger, former premium menswear buyer at Asos and head of retail at York-based independent Coggles, has been appointed to lead the menswear offering, which will include clothing, footwear and accessories. He will report to Very Exclusive managing director Sarah Curran.
The menswear offer will target 26-to-45-year-olds, many of whom already shop at Shop Direct’s mainstream lifestyle etailer, Very. Customers will be able to draw on Shop Direct’s credit arrangements.
Very Exclusive will also introduce magazine-style editorial content that offers fashion advice and product recommendations for men.
Jones said: “Very Exclusive’s success has been built on attracting the best luxury brands, helping customers spread the cost and serving up the right products for visitors through personalisation.
“We’ve seen that our male Very customers want premium brands and the market for premium menswear in the wider UK is buoyant. We’re confident that by continuing to focus on what’s made Very Exclusive successful, our menswear offer will thrive.”
Curran added: “Through what we’ve built at Very Exclusive – a stylish, premium retail brand with a curated, accessible customer offer – we’ve been able to attract some outstanding premium menswear brands for our launch in autumn/winter.
“It’s testament to how far we’ve come in just a year. By entering this exciting new phase, brands will benefit from access to an aspirational, male customer base who may not have been able to buy their brands before.
“Meanwhile, our male customers will be able to shop in a stylish, premium and content-rich online environment, which includes the latest style advice and trends.
“Months of market research and testing tell us that this is what men want. We can’t wait to see the reaction when we unveil our menswear offer.”
Shop Direct chief executive Alex Baldock added: “Men also want to buy premium brands but often feel they’re just out of reach. We’re going to make premium menswear attainable, so men can soon access those Reiss jeans or that Barbour jacket they want by spreading the cost.”
Very Exclusive launched in February 2015 with 150 premium womenswear and beauty brands.
- Read the Drapers interview with Shop Direct’s Alex Baldock