Online giant Shop Direct Group is launching an online department store on Saturday aimed at style-conscious mature customers.

Isme, fronted by TV show Loose Women star Lynda Bellingham, will sell womenswear, menswear and kidswear along with homewares and electrical products.

Isme will feature a bespoke collection of clothing, ‘Savoir at Isme’, that will reflect the modern woman’s lifestyle and attitude”.

Shop Direct retail director Gareth Jones said: “We have spent a lot of time listening to our mature customers and have recognised that they feel underserved and neglected by the high street. The launch of Isme represents a fantastic opportunity for us to maximise our involvement in a growing market and to give customers what they want - stylish clothing that flatters all shapes and sizes.”

Isme will operate as a standalone website,, and catalogue business. Catalogues will be distributed to 100,000 existing Shop Direct customers within the target market.

An advertising campaign will begin next week across TV, press and online. Isme has signed a 2 year sponsorship deal with Loose Women.