Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Littlewoods and Otto rise to Next challenge

Home shopping giants Littlewoods and Otto UK are racing to improve their offers as rival Next Directory ramps up its fashion credentials.

Littlewoods has continued its recent trend for rebranding by changing the name of its direct payment arm LX Direct to Littlewoods Direct.

The group is championing the brand in a £12 million multimedia ad campaign which launched on Thursday. This includes the retailer’s first TV ads in five years, featuring stylists Trinny and Susannah with the strapline ‘Home of big brands’.

The rebrand brings Littlewoods Direct in line with Littlewoods’ eponymous credit arm, which allows customers to pay for purchases in small instalments This was rebranded from Littlewoods Even More to Littlewoods in July 2006.

The LX Direct rebrand took place last month, coinciding with Next chief executive Simon Wolfson revealing plans to make its rival ranges more trend-led.

Another home shopping rival, Otto UK, has secured exclusive designer collections for its new mail order and catalogue fashion business Oli, in the run-up to its summer launch.

Designer label Maria Grachvogel and supermodel Jasmine Guinness have both designed ranges, which are aimed at the upper-mid-market price bracket.

Oli UK brand director Neil Sansom said the catalogue would be organised into sub-brands, such as high-end Oli Boutique and fast-fashion line Oli Ltd. Drapers revealed in January that Otto planned to launch a young fashion offer to target more aspirational customers than its Freemans shoppers (Drapers, January 20).

Sansom said Oli would comprise 60% own-label product, with the rest supplied by brands, including Shellys, Henri-Lloyd and Diesel. Otto UK is owned by Germany’s Otto Group.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.