Saturday, January 22, 2022 launches its own hero clothing label

Online department story has launched its own “hero” clothing label as it attempts to target accelerated growth in the UK fashion market.

Called “V by Very”, the label will incorporate high quality womenswear, menswear, childrenswear, footwear and accessories and is already available online.

The online retailer, which is owned by Shop Direct, plans to expand V by Very rapidly over the coming years.

The new label‘s womenswear collection has been designed using customer insight by in-house design and buying teams for the 25-44 year old female target customer. 

“V by Very is the natural next step for,” Shop Direct chief executive Alex Baldock said.

“We‘ve created this new collection – and this new brand – alongside our customer. She‘s told us what she wants and by listening to her, V by Very can become a major force in British fashion. We‘re backing it big time.”

Shop Direct group product director Matt Dixon added that this “relentless focus” on what their customers wanted would help the company expand.

“We‘re not only tracking the latest trends and catwalk styles, but everyday we‘re listening to our customers‘ views and looking at how they shop; creating a data-driven fashion brand that is truly relevant for them,” he said.

V by Very is also available at, which is also operated by Shop Direct, with prices starting from £12 up to £200.


Please enter your comment!
Please enter your name here