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Fashion: Shop Direct launches luxury site VeryExclusive.co.uk

Sarah curran very exclusiveHappy Friday everyone! Here is a fashion business story I wanted to share with you today that has just broke, which sounds really exciting! Retail group Shop Direct- home to very.co.uk and Littlewoods to name a few- has announced plans to launch a standalone etail brand which will offer edited collections and products from accessible, high street luxury fashion and beauty brands. I have visited the Liverpool based head office a number of times before due to working in the fashion industry and have always been impressed with their brand portfolios and how they strive to grow. Recent collaborations have seen them partner with Mark Wright and Myleene Klass which you may be aware of.

VeryExclusive.co.uk will launch during London Fashion Week in February 2015 and will focus on women’s clothing, footwear, accessories and beauty. The accessible luxury arm of Very Exclusive will offer diffusion and second lines from designer brands, including the likes of Marc by Marc Jacobs, McQ, Red Valentino, Carven, Kenzo, See by Chloe, Vivienne Westwood Anglomania and J Brand Jeans, so it’s great to see Shop Direct take that step into the high end fashion world.

The high street luxury division will focus on premium high street brands and the ‘luxe’ collections of high street retailers, such as Reiss. As for the beauty offer, this will see some of my favourite  brands such as Stila, T3, Bliss, Elemis and Laura Mercier.  So who will this be aimed at? Very Exclusive will target the 26 to 35 year old shopper, which is possibly why it excites me so much, seeing as I am their ideal shopper!


Led by founder of my-wardrobe.com Sarah Curran, a number of high profile team appointments have been made to bolster the team behind Very Exclusive. The brand’s fashion buying is headed up by Vikki Kavanagh, who joined earlier in the summer from Harvey Nichols, bringing in her designer background. Leading the beauty team in a consultancy capacity is Clare Morgan, who was formerly head of beauty at Harrods. With a wealth of experience at Shop Direct, Hugh Longland is overseeing strategic brand partnerships and marketing for Very Exclusive. Heading up content development for the site will be Emily London, who is set to join as editor-in-chief from her role as London editor of American style website, Refinery29. Style blogger, Simon Glazin, joins the team as social editor. Looking after PR and communications for the brand in a consultancy role is Lauren Stevenson, who was most recently head of PR and communications at Harrods.

Sarah is also actively recruiting for a number of further roles across buying, trading and creative, which is an exciting opportunity for fashion industry creatives out there. Once complete, the satellite team for Very Exclusive will be based in Shop Direct’s offices on Pollen Street, London, and supported by the wider capability in its head office in Liverpool.

I eagerly await London Fashion Week 2015 for an extra reason now!

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