Very – exciting Spring/Summer collection!

The British online fashion retail market is a continuing success story – and still attracting new players.  V by Very contains “high quality, design-led lines” across womenswear, menswear and childrenswear. Group fashion director at Shop Direct Zoe Matthews said: “We know our customer wants a wardrobe that reflects them as an individual. Our new V by Very womenswear collection gives her quality, feminine fashion, with a distinctive handwriting that she’ll love. “It’s about style and inspiration combined with ease and convenience; helping our customer get more out of every day. That’s what we want to be famous for and that’s what V by Very will give her.”Very wants to expand the label “rapidly” over the years, and says it was designed to excite and inspire’s core customers.


The label targets’s 25-44 year old female target customer, and was designed and curated using customer insight by Very’s in-house design and buying teams.

Alex Baldock, CEO at Shop Direct, said: “V by Very is the natural next step for We’re building a world class online department store; now we have an own label fashion brand to match our ambition.”

“We’ve created this new collection – and this new brand – alongside our customer. She’s told us what she wants and by listening to her, V by Very can become a major force in British fashion. We’re backing it big time.”