Very big rebrand for Littlewoods Direct

On 5th July, Shop Direct Group will have unveiled Very, a new
identity for its Littlewoods Direct fascia. In an email to
customers, Shop Direct promotes the brand as a “new world
where you can shop with friends, ask their opinion and check out
what our other customers have to say about our products”.
The site will include social-networking features and
editorial content. In addition to mailing a 350-plus-page
catalogue twice a year, Very will send out a monthly magazine to
customers that will include celebrity interviews, shopping
advice, and other features. The company started notifying
customers of the rebranding via direct mail and email in

The core Littlewoods brand, which allows for weekly payments,
will remain the same. In April, Littlewoods launched its
multimillion-pound summer advertising push, responding to
feedback that its customers enjoyed benefiting from free
deliveries and the ability to spread out interest-free payments.
The campaign, titled “Whoever you are, shop your way at”, includes TV, print, and online creative.

Shop Direct, which boasts annual sales of more than ?£1.6
billion, also operates Additions, Great Universal, Choice, Kays,
Empire Stores, and Marshall Ward and on 25th June relaunched
Woolworths online.


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