Very Group has unveiled The Very Collection, a new own-brand fashion label that brings together its V by Very and Everyday ranges under one revitalised banner.
Available online from today (4 September), the launch is positioned as an evolution of the business’s own-brand offer.
The collection spans womenswear, menswear and kidswear, with a mix of wardrobe staples, seasonal pieces and trend-led capsules. Prices range from £4 to £250, and overall own-brand fashion options have been expanded by 15% year on year.
The Very Group chief commercial and strategy officer Sam Wright said: “This new launch is the natural next step for our own-brand proposition. Customers can still find their favourite products while discovering something new. Enhancing our own-brand range is a key part of how we help families get more out of life.”
Trading director Victoria Nelson added: “We have elevated our quality levels and improved our fashion and design credentials by delivering much-loved wardrobe staples alongside new season must-haves.”
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The launch is supported by a new Haus of Flamingo marketing campaign, centred on a 30-second TV ad and wider social and influencer activity. In a first for the retailer, the ad features only Very’s own-brand ranges.
Very Group is also staging “The Very Big Wardrobe”, a two-day pop-up on London’s New Bond Street (5–6 September), giving visitors the chance to explore the Autumn/Winter 2025 collection through immersive experiences and personal styling sessions.
Consumer research from the retailer shows that 51% of women feel more confident with a set of versatile go-to pieces, while 72% say a curated wardrobe of quality staples makes dressing simpler and more enjoyable.
Chief customer officer Jessica Myers added: “The Very Collection has been created with our customers at its heart. We’ve spent months listening to feedback, understanding what makes our customers feel their best, and that’s exactly what this collection is here to deliver.”
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