Nursery Today magazine

Rebrand for Shop Direct announced

The online retail group will be renamed The Very Group to take advantage of the widespread awareness of its flagship brand,

Shop Direct group chief executive Henry Birch has announced that the business will rebrand to The Very Group this year. Birch was talking at Retail Week Live, which opened yesterday morning at the O2 Intercontinental in London. He also confirmed there are no plans to close Littlewoods, saying, “It is a robust and well-loved business that, if you took out of Shop Direct, would be the 11th or 12th pure play retailer in the UK. But Very is our powerhouse and continues to perform above market growth, and that’s why we are going to rebrand Shop Direct to The Very Group this year.”

Shop Direct operates the Very, Littlewoods and Littlewoods Ireland online-only retail brands, but says is its major money maker, generating around £1.4bn and an average of more than one million visitors to the site each day.

There are no plans to close Littlewoods despite the rebrand. Henry says it remains a “well-loved” stalwart of retail – it was a high street staple for many years before closing its bricks-and-mortar locations and going solely online – and that it would stand close to the top 10 pure-play retailers in the UK even when viewed separately from the Shop Direct group.

New branding and an overhauled visual identity for The Very Group will be unveiled later this year.

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