Shop Direct is ditching the moniker and rebranding as The Very Group to put its star retail brand Very.co.uk front and centre.
The retail group’s CEO Henry Birch unveiled the name change today at Retail Week Live.
“Rebranding Shop Direct to The Very Group will be a clear marker of the next chapter in our development,” he said. “The new name will bring us in line with Very in its 10th year and step change our ability to attract the world’s best talent.”
Toy sales at Very soared 33 per cent over the seven weeks to Christmas 2018, a period when the business places a “strategic focus” on the category. L.O.L Surprise was its star seller.
Shop Direct operates the Very, Littlewoods and Littlewoods Ireland online-only retail brands, but says Very.co.uk is its major money maker, generating around £1.4bn and an average of more than one million visitors to the site each day.
There are no plans to close Littlewoods despite the rebrand. Henry says it remains a “well-loved” stalwart of retail – it was a high street staple for many years before closing its bricks-and-mortar locations and going solely online – and that it would stand close to the top 10 pure-play retailers in the UK even when viewed separately from the Shop Direct group.
“But Very is our powerhouse and continues to perform above market growth, and that’s why we are going to rebrand Shop Direct to The Very Group this year,” he says.
New branding and an overhauled visual identity for The Very Group will be unveiled later this year.