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No more catalogues from Shop Direct

The Littlewoods catalogue is to become a thing of the past as its owners Shop Direct shut down production after more than 80 years.

The retail group, which also owns very.co.uk and isme.com, has gradually been moving towards becoming a digitally lead business, reducing its print run from 5m to 300,000 over the past five years.

It has now called time on production altogether in order to focus on its online presence, which accounts for more than 90% of sales, half of which comes from mobile devices.

A statement released by the retailer said the move would allow it to invest in delivering a digital experience. 

In March this year, Shop Direct launched a fully personalised homepage at Very.co.uk, in what it claimed to be a world’s first.

Alongside the latest announcement, Shop Direct group chief executive Alex Baldock said Shop Direct customers have embraced online shopping at a “phenomenal pace.” 

“Undoubtedly, we’ve sped up their migration online.  Our investment in improving and personalising the online experience is driving our customers’ decision to click rather than flick,” he added.

“We want to spend in areas that really matter to our customer. Now that we’ve fully committed to digital, we’re determined to make ours the best website in the world.”

However, it doesn’t spell the end of offline shopping. The retailer will continue to distribute short form brochures to customers for seasonal products. Shoppers also have the option to buy via telephone.

Shop Direct is currently the UK’s fourth largest online retailer, with annual sales of more than £1.7bn and over one million website visits per day.

@LukeToddUK

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