Shop Direct to become Very Group to exploit Very's "brand awareness"

By

Sandra Halliday

Published
Mar 27, 2019

Shop Direct, the UK’s largest integrated pureplay digital retailer and financial services provider, on Wednesday announced plans to rebrand to The Very Group. The move makes sense for the privately-held retailer as it brings its name and identity in line with its hugely successful flagship consumer brand Very.co.uk.

 
The new corporate identity will be unveiled later this year and the company said it “will support Shop Direct’s ambition to recruit hundreds of roles in data and technology, and at its new fulfilment centre in the East Midlands over the next two years by drawing on Very’s widespread brand awareness.”
 
Very has been a major driver of the company’s growth since its launch in July 2009 as a pureplay digital retailer. Today it’s a £1.4 billion brand selling a variety of merchandise categories (including a strong focus on fashion and beauty). It has 2.82 million active customers and claims an average of 1.25 million daily website visits.

Group CEO Henry Birch said of the plans: “Rebranding Shop Direct to The Very Group will be a clear marker of the next chapter in our development. The new name will bring us in line with Very in its 10th year and step change our ability to attract the world’s best talent.
 
He added: “The new identity will also help to foster an even closer emotional connection between our people and our customers, which is vital as we continue to improve our proposition and deliver the best possible shopping experience.”