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Exclusive: Shop Direct's Very Exclusive to become part of Very

Shop Direct is to transition its luxury fashion proposition Very Exclusive to its main Very site to allow customers to shop the clothing ranges in one place.

Very Exclusive, which stocks 90 premium brands, including Calvin Klein, Vivienne Westwood and Barbour, will be moved on to Very across autumn 18. Shop Direct plans for Very to become home to the group’s entire premium brand proposition by spring 19.

Sam Perkins, group product director at Shop Direct, said: “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.

“This will allow us to sharpen our focus on our core customer and our core business and to channel our investment more effectively.”

Shop Direct, which also owns Littlewoods, launched Very Exclusive in 2015 in a bid to “democratise” luxury fashion

Readers' comments (2)

  • Or perhaps the truth, a lack of traffic to Very Exclusive?

    Love the positioning.

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  • Luxury brands who stay will be undermining their values.

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