Shop Direct owners the Barclay brothers are considering selling off their stake in the business, in a deal that could value the etailer at £2bn.
The billionaire brothers, who also own The Daily Telegraph and hotels such as the Ritz in London, are reportedly taking advice on whether to sell part of the business or to pursue a stock market listing.
The deliberations should conclude in the coming weeks.
Shop Direct has been one of the retail winners in recent years, notching up another successful performance this Christmas as sales rose 9%, driven by power brand Very.
Boss Alex Baldock refused to be drawn into speculation that Shop Direct was being considered for a sale or listing when speaking to Retail Week earlier this month.
He said: “We think an inevitable part of being a successful business is speculation of this kind.
“That’s very flattering but I am focused on realising the full potential of this business and we are nowhere near that yet. We have a lot to keep us busy in 2017.”