Next has abandoned its branded standalone fashion website Brand Directory and incorporated it into its main website.

The retailer launched the standalone site in February last year as a way to sell brands under a different look and name. Brands including Prada, Superdry, Lacoste and Killah are all sold on the site.

The site – – now displays a message telling customers it has moved and redirects shoppers to the main Next site where some brands are still being sold.

A spokesman for Next said the site had been originally set up as some brands did not want to sell on the Next Directory but would via a branded directory. He said: “They are happy with our execution so are now happy to trade through the Next site.”

The Brand Directory had been expected to go head to head with retailers such as Asos and Littlewoods, but earlier this year Next chief executive Simon Wolfson admitted that it had not been as
successful as other areas of its
direct business.

Mintel director of retail research Richard Perks said the branded market is a difficult place to be, particularly for the slightly older Next customer. “Asos is pitched at a younger, more internet savvy and brand savvy customer,” he said.

➤ Separately, Gwynn Milligan, who has been with the Arcadia Group since 1993, is understood to be joining Asos in a merchandising director role.

Milligan has been the merchandising director of womenswear chain Wallis since 1998. It is not yet known who will replace her.