Shop Direct to make isme.com part of Very.co.uk
The brand consolidation follows the migration of Woolworths.com into Very.co.uk in June and K&Co.com into Littlewoods.com in July of this year.
Shop Direct said the earlier migrations have exceeded expectations in terms of sales and the number of customers shopping.
Alex Baldock, Shop Direct chief executive, added: “We’re now powered by two engines, Very.co.uk and Littlewoods.com. Freeing up investment tied up in our past means we can turbo charge these two power brands and accelerate towards our future as a world-class digital retailer.”
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