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 Very.co.uk 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
mid-June.

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
Littlewoods.com”, 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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