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Shop Direct rebranding as The Very Group


Liverpool-headquartered online retailer Shop Direct is rebranding as The Very Group to mark the “next chapter” in its development.

This will bring its name and identity in line with flagship consumer brand The new corporate identity will be unveiled later this year and “draw on Very’s widespread brand awareness”, according to the company.

A statement added that the rebranding would “support Shop Direct’s ambition to recruit hundreds of roles in data and technology, and at its new fulfilment centre in the East Midlands over the next two years.”

The move will mark the 10th anniversary of Very, which launched in July 2009 as a pureplay digital retailer. Today it is a £1.4bn-brand with 2.82 million active customers and an average of 1.25m daily website visits.

Group CEO Henry Birch said: “Rebranding Shop Direct to The Very Group will be a clear marker of the next chapter in our development. 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. 

“The new identity will also help to foster an even closer emotional connection between our people and our customers, which is vital as we continue to improve our proposition and deliver the best possible shopping experience.” 

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