The Very Group has announced the launch of its “new and elevated” own brand, The Very Collection.
The digital retailer will bring together its V by Very and Everyday brands under one label, which it says is the “evolution” its own-brand ranges.
“This new launch is the natural next step for our own-brand proposition, it brings together fashion fundamentals and the finishing touches to complete any look,” said Sam Wright, Chief Commercial and Strategy Officer at The Very Group.
“Alongside introducing fresh and exciting ranges, the new collection brings together the much-loved V by Very and Everyday brands under one revitalised offering. This means customers can still find their favourite products while discovering something new.”
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The launch of the collection means that it’s increasing its own-brand product range options by 15% year-on-year.
“We’ve spent months listening to feedback, understanding what makes our customers feel their best, and that’s exactly what The Very Collection is here to deliver,” added Jessica Myers, Chief Customer Officer at The Very Group.
It will be advertised in the new iteration of its Haus of Flamingo campaign. “The Exhibition” which airs from this week and follows the Very flock as they step into an art exhibition filled with flamingo-inspired art and fashion.
The 30-second ad and shorter, social first versions will feature standout pieces from The Very Collection’s Autumn/Winter 25 range.
“This season’s ad shines a spotlight on more of Very’s own-brand range than ever before,” continued Myers.
“In fact, for TV, we’ve created a fully own-brand advertisement – a first for Very! But that’s not all – we’re bringing The Very Collection to life with The Very Big Wardrobe, inviting everyone to explore their fashion favourites and discover pieces that reflect their unique style. It’s a moment we’re incredibly proud of, and we can’t wait for our customers to experience it!”
In a first for the etailer, Very will be opening the doors to The Very Big Wardrobe – a two-day immersive fashion experience on New Bond Street, London today and tomorrow.
