ShopDirect, the a multi-brand digital retailer, has ambitions to shake up the luxury sector, with the today’s launch of its new brand VeryExclusive.
Headed by MyWardrobe Founder and British Fashion Council Patron Sarah Curran MBE, her mission is to “democratise” luxury fashion and beauty for consumers.
The website stocks over 150 accessible and high street luxury brands, smashing the retailer’s original target of attracting 100 must-have labels for launch. A further 30 are also signed up for the autumn winter 2015 season, including Whistles and Paul Smith.
Marc by Marc Jacobs, Karl Lagerfeld, Red Valentino, Reiss, Vivienne Westwood Anglomania, Stila, Nars, Barbour, Joseph and Karen Millen are among the brands making their debut on VeryExclusive today, which also features magazine-style editorial, offering style advice and beauty tips.
Customers will be able to draw on Shop Direct’s credit offer, including ‘Take 3’, which allows shoppers to spread the cost of their purchases across three monthly, interest-free payments. The brand also offers an account with a representative APR of 18.9%.
Shop Direct group chief executive, Alex Baldock, said: “VeryExclusive.co.uk will give the luxury market a much-needed shake up. We’re bringing luxury within reach of many who crave a Karl Lagerfeld jacket or a Vivienne Westwood handbag but feel it’s out of reach.
We’re making luxury attainable, both financially and emotionally. Luxury fashion doesn’t have to be confined to the streets of Mayfair – girls up and down the country want to wear designer labels.
There’s a big potential audience out there for VeryExclusive and we’ll not rest until we’ve brought it to all of them.”
Shop Direct has identified 3.8m target VeryExclusive customers, a large proportion of whom already shop with its flagship mainstream brand, Very.co.uk.
Gareth Jones, Deputy Chief Executive who oversees VeryExclusive, also commented: “We already see growing demand for luxury and premium brands through searches on Very.co.uk and from talking to our customers.
Shop Direct has a long history of developing successful brands from scratch, most recently Very.co.uk, now a £800m brand and the growth engine of our business.
I’m sure VeryExclusive.co.uk will follow in its footsteps. We have the most-wanted accessible luxury brands, our market-leading ecommerce expertise will make the customer experience seamless and increasingly personalised, and our credit offer will allow shoppers to spread the cost of their buys.”