Shop Direct launches Very Exclusive
Headed up by My-Wardrobe.com founder Sarah Curran, VeryExclusive.co.uk offers edited collections and products from over 150 accessible and high street luxury fashion and beauty brands.
Brands include the likes of Marc by Marc Jacobs, Karl Lagerfeld, Red Valentino, Reiss, Vivienne Westwood Anglomania, Stila, Nars, Barbour, Joseph and Karen Millen. A further 30 have signed up for the autumn winter 2015 season, including Whistles and Paul Smith.
Shop Direct said customers will be able to draw on its credit offer, including ‘Take 3’, which allows them 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%.
Alex Baldock, Shop Direct group chief executive, 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.co.uk and we’ll not rest until we’ve brought it to all of them.”
The company said it had identified 3.8 million target VeryExclusive.co.uk customers, many of which already shop with its flagship mainstream brand, Very.co.uk.
Gareth Jones, deputy chief executive who oversees VeryExclusive.co.uk, said: “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 £800 million brand and the growth engine of our business.”
Curran added: “There’s a real excitement about VeryExclusive.co.uk. For shoppers, we’re offering a fun, fresh and accessible taste of luxury and, for brands, we’re opening up a whole new customer base that has until now felt alienated by the sector.”
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