Shop Direct, the home shopping group, will stock young fashion brand Paprika through its Very and Littlewoods websites.
Paprika, which now has four wholesale accounts in the UK including ASOS, New Look and Debenhams, targets a younger customer and offers trend-led styles at low price points. Wholesale prices range from £7 to £12 for an evening dress and jersey pieces £5.50 to £8.
Paprika wholesale account manager Melissa Barton said: “Shop Direct is a great account for Paprika. With their loyal and trend focused shoppers we are hopeful of a successful spring 11 season.”
The range will be available from Shop Direct from mid-April in sizes 6-16.