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Very’s premium plot starts with G-Star

Very, the young fashion etailer owned by Shop Direct Group, is to introduce premium denim brand G-Star in line with a strategy to stock more brands at higher price points. said securing G-Star was a “marker” in its move upmarket. Retail director Gareth Jones told Drapers: “We want to bring premium product to a broad audience and make it affordable [with its flexible payment terms]. We did a lot of research about what Very customers want and G-Star came consistently high, so we went after it aggressively. This is a marker of just how far we’ve come.”

Very will sell G-Star’s men’s and women’s autumn 10 collections, including jeans, knitwear, jackets and accessories, at prices between £25 and £285.

The tie-up is seen as a good strategic fit for G-Star, which set out plans in February 2008 to grow its womenswear sales from 35% to 50% of the total business.

G-Star UK sales manager Tom Duncan said: “Very is young and focused on women, which is an area we are trying to build.”

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