Shop Direct completes its rebrand, now known as The Very Group

Shop Direct’s previously-announced plan to rebrand itself to the name of its most successful retail site has been put into operation as of Monday with the e-tail giant now known as The Very Group.

The new corporate identity builds on its status as the owner of the hugely popular Very webstore and “reflects the next phase of the business’s ongoing transformation,” the company said. 

The Very Group is Britain’s biggest pureplay digital retailer and financial services provider (it does the latter via the credit it provides its customers), and also owns the less buoyant Littlewoods e-tail brand.

The company has annual revenues of £2bn and more than four million customers and the Very brand accounts for the biggest chunk of that with sales of £1.5 billion and three million active customers, so the logic of the move is very clear.

The company said that “rebranding to The Very Group draws on Very.co.uk’s widespread brand awareness. It will support a recruitment drive over the next two years for 150 roles in data and technology and hundreds more at the company’s new fulfilment centre in the East Midlands, which will be operational this year and employ around 800 people during peak periods”.

The move also comes just after Very celebrated its 10th anniversary, having been founded in 2009.