Shop Direct will merge Isme into its sister etailer Very from the end of the month.
The move is part of Shop Direct’s focus on its two “power brands”, Very and Littlewoods. It migrated Woolworths.com into Very in June.
It also merged K&Co into Littlewoods in July.
“We’re now powered by two engines, Very.co.uk and Littlewoods.com,” explained Shop Direct chief executive Alex Baldock. “Freeing up investment tied up in our past means we can turbo charge these two power brands and accelerate towards our future as a world-class digital retailer.”
Isme launched in 2011 aimed at stylish mature customers with a range of own label and branded womenswear, menswear and kidswear, as well as homewares and electrical products.
It signed a two-year deal with Loose Women and was fronted by Lynda Bellingham from the TV show for the launch, followed by a deal with Carol Voderman in 2013. The site currently stocks brands including Clarks, Coast, Fiorelli, Superdry, Bench and G Star.