Shop Direct has announced that Very will officially launch an own label clothing brand in September.

V by Very has been designed following customer insight at the Liverpool-based group and will include fashion across womenswear, menswear and childrenswear.

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It forms part of the company’s plans to increase digital personalisation.

“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,” explained CEO, Alex Baldock.

“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.”

Earlier this year, Shop Direct, stated that it would be investing heavily in “Big Data” and technology, in order to tailor the customer experience.

“We’re not only tracking the latest trends and catwalk styles, but everyday we’re listening to our customers’ views and looking at how they shop; creating a data-driven fashion brand that is truly relevant for them. It’s this relentless focus on relevance that will help to create new opportunities to expand womenswear, menswear and childrenswear, and help V by Very become a success,” added Matt Dixon, group product director at Shop Direct.

Digital agency, TH_NK, which is based in London and Newcastle, has been working with the company on a refresh of its online brand.