Very targets further growth with launch of own fashion brand

V by Very will offer trend-led products together with key pieces across menswear, womenswear and kidswear. It is available to buy via Very.co.uk as well as sister site Littlewoods.com. Prices in its women’s collection range from £12 up to £200, and items will be available in sizes eight to 24.

Its new collection will officially launch on September 5.

Very said its womenswear range had been designed using customer insight collected from its in-house design and buying teams, and was targeted specifically at Very.co.uk’s 25 to 44-year-old customer.

Shop Direct chief executive Alex Baldock said: “V by Very is the natural next step for Very.co.uk. We’re building a world-class online department store; now we have an own-label fashion brand to match our ambition.

“We’ve created this new collection – and this new brand – alongside our customer. She’s told us what she wants and by listening to her, V by Very can become a major force in British fashion”

Alex Baldock, Shop Direct

“We’ve created this new collection – and this new brand – alongside our customer. She’s told us what she wants and by listening to her, V by Very can become a major force in British fashion. We’re backing it big time.”

Matt Dixon, group product director at Shop Direct, said: “We saw a clear opportunity to create a strong own brand that recognises and serves the many roles our customers play day to day.

“We’re not only tracking the latest trends and catwalk styles, but every day we’re listening to our customers’ views and looking at how they shop; creating a data-driven fashion brand that is truly relevant for them.

”It’s this relentless focus on relevance that will help to create new opportunities to expand womenswear, menswear and childrenswear, and help V by Very become a success.”