Very.co.uk is boosting its branded offer with high street labels including Arcadia-owned Miss Selfridge, which launched on the site this week.
The young fashion brand joins Warehouse and Coast, which are set to go live on the Very site within the next month. Wallis was introduced last month, while River Island made its debut with the etailer at the end of last year.
The introduction of high street fashion labels follows the appointment of former Gap buying director Zoe Matthews as Shop Direct fashion director last July.
Matthews said: “We want to give our customers more of the brands they want. Our aim is to bring all the labels they’d seek on the high street to our slick, easy-to-navigate website to create a one-stop shop for fashion.”
Very, Shop Direct’s flagship brand, unveiled a fully personalised homepage earlier this month, which provides homepages designed for individual shoppers with the most relevant products at “the front of shop”.