The Very Group has signed a new deal to sell more Adidas and Reebok goods and provide customers with greater choice as well as flexible delivery options.
The tie-up has enabled Very to double the number Adidas and Reebok products it offers, after making the “biggest ever drop of new product lines”.
The arrangement means that Adidas and Reebok ship some goods directly to Very customers.
Very aims to scale up this stockless fulfilment model over the next few months to cover more brands including Quiz, Lacoste, Kickers, Berghaus, Speedo and Ann Summers.
The online retailer will integrate its own technology platforms with external ones using an open application programming interface (API) framework that enables increased speed and scalability and efficiency.
“With online retail more competitive than ever, it’s vital that we offer the greatest possible choice and flexibility at every stage of the customer journey,” Very Group retail product director, Tom Goulden said.
“Working with brands in this way allows us to offer a much greater range of products and is already demonstrating how it can drive sales and add customer value.
“Integrating our new in-house tech platforms with best-in-class external platforms is the next exciting step for us and will give Very a truly contemporary retail tech stack.
“This will set us up well for the future by opening doors for us to work with more categories and brands in an improved way.”