Very.co.uk will launch a new brand called V by Very, encompassing womenswear, menswear and kidswear priced from £12 to £200.
The brand will sit alongside Very’s existing brands, kidswear label Ladybird and plus-size womenswear brand So Fabulous.
V by Very will take inspiration from trends and catwalks, as well as how customers live their everyday lives.
The womenswear collection, which will launch on September 5, has been designed using customer insight by the in-house design and buying teams for Very’s 25-to-44-year-old female target customer.
“We’re not only tracking the latest trends and catwalk styles, but everyday we’re listening to our customers’ views and looking at how they shop, creating a data-driven fashion brand that is truly relevant for them,” said Matt Dixon, group product director at Very’s parent company, Shop Direct.
Chief executive Alex Baldock said the group is backing the new brand “big time” as part of its plans to become “world-class online department store”.
“We’ve created this new collection – and this new brand – alongside our customer,” he said. “She’s told us what she wants and by listening to her, V by Very can become a major force in British fashion.”