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Shop Direct rebrands to The Very Group

New corporate identity reveal coincides with confirming 6.1% increase in retail sales over Christmas period.

Shop Direct has officially rebranded to The Very Group – with the new corporate identity looking to build on the history and success of the brand, as well as reflecting the next phase of the business’ ongoing transformation.

In addition, the move also celebrates the ten year anniversary of, which launched in 2009 as a pureplay digital retailer. Today, it is a £1.5 billion brand with three million active customers.

Indeed, the multi-category online retailer increased retail sales by 6.1% year on year in the seven weeks up to and including December 27, 2019. This was driven by growth across all product categories, with particular success in fashion and sports. These categories saw increases of 9.6% and 19.8% respectively.

Toys remained a strategic focus for the business and saw growth of 8.1%, with the L.O.L. Surprise Amazing Surprise doll set being among the site’s top sellers by total sales.

“I’m hugely proud to introduce The Very Group,” said Henry Birch, group ceo at The Very Group. “This rebrand builds on over 100 years of history during which time we’ve gone from catalogues to bricks to clicks to mobile. We’ve always had a passion for reinvention and becoming The Very Group is another important part of our story.”

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