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Next to launch branded spin-off site

Next is to launch a standalone website on Thursday (March 13) selling brands taken from the Next Directory, including Warehouse, Oasis and Superdry.

The website, named Label, will also stock high street retailers such as Hobbs and LK Bennett, and brands ranging from Diesel to Converse, as well as its own Next and Lipsy products. It aims to be “a one-stop shop for fashion and sportswear brands”.

Supermodel Jourdann Dunn is the face of the website, which will allow customers to place orders before 10pm and receive it the next day at no extra charge.

Label is not Next’s first attempt at launching a spin-off site for the range of brands it sells. In 2008 it launched Brand Directory, stocking the likes of Firetrap and Gio-Goi.

Brand Directory was originally conceived as a standalone venture to go head to head with the likes of Asos and Littlewoods. It launched as a separate site so that branded suppliers did not have to be associated with the mainstream high street Next brand.

However, it pulled the plug on the site a year later and migrated selected brands across to its Next Directory site.

Readers' comments (2)

  • A piece of advice for fledgling or new indies, checkout which brands this site works with,and don't consider stocking them ,
    Check out Firetrap and. Gio Gois recent history on Google for some further reading

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  • Appears a clever way to find new customers and see which brands generate the best earnings, before integrating the performers into the Next portfolio.

    A way to avoid risking negatives to the Next brand or slow moving stock in their bricks and mortar.

    Also enables developing customer databases without mixing or diluting their existing / loyal database.

    Good strategy.

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