Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

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.

Very.co.uk 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.”

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.