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.