Shop Direct launches luxury fashion brand Very Exclusive

Liverpool-based e-commerce company Shop Direct has launched its new luxury fashion brand: Very Exclusive.

Very Exclusive, led by sector expert and British Fashion Council patron Sarah Curran MBE, will be aimed at making luxury fashion and beauty products available to more and more customers than ever before.

Very Exclusive will stock more than 150 high street luxury brands, fifty more than Shop Direct’s initial target to attract at least 100 fashion label to their launch.

Brands sold under Very Exclusive will include Marc by Marc Jacobs, Karl Lagerfeld, Red Valentino, Reiss, Vivienne Westwood Anglomania, Stila, Nars, Barbour, Joseph and Karen Millen. A further 30 fashion labels are already signed up for the autumn/winter 2015 season, including Whistles and Paul Smith.

Shop Direct group chief executive, Alex Baldock, said:

“Very Exclusive 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 Very Exclusive.”

Shop Direct expects there to be as many as 3.8 million target customers, many of whom are already familiar with its flagship brand, Very.

Gareth Jones, deputy chief executive who oversees Very Exclusive said:

“We already see growing demand for luxury and premium brands through searches on Very and from talking to our customers. Shop Direct has a long history of developing successful brands from scratch, most recently Very, now a £800m brand and the growth engine of our business.”

Sarah Curran managing director of Very Exclusive added:

“I remember jotting down my wish list of accessible luxury brands – the fact that they’ve all embraced us like they have is testament to the strength of our proposition and the style and aesthetic our team has developed.”


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Words: Peter Cribley

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