Shop Direct it to launch a standalone luxury division for its Very.co.uk brand which will offer diffusion and second lines from designers including Marc by Marc Jacobs, McQ, Red Valentino, Carven, Kenzo, See by Chloe, and Vivienne Westwood.
VeryExlusive.co.uk, which will go live in February 2015, has been spearheaded by my-wardrobe.com founder Sarah Curran MBE.
Curran joined Shop Direct in 2013 to accelerate the development of its luxury strategy.
She said the site will provide a rich editorial experience that will guide the target audience of women aged 26 to 35 through the season’s collections, trends and key looks.
“We believe Very Exclusive is going to go down a storm with stylish women across the UK and are throwing our full weight behind the brand. We couldn’t be more excited to see the reaction when we push the button next spring.”
Group retail and strategy director, Gareth Jones explained that VeryExclusive has also allowed the luxury brands involved to reach an entirely new consumer base as the site uses Very.co.uk’s ‘Take 3’ payment model, which allows customers to spread the cost of purchases across three monthly payments.
Curran has made a number of key hires to the Very Exlusive team, including former Harvey Nichols buyer Vikki Kavanagh as head of buying and former head of beauty at Harrods, Clare Morgan, who will lead the beauty team on a consultancy basis.
Former editor-in-chief of Refinery29, Emily London, has also been brought in to oversee the content on the site and style blogger, Simon Glazin, has been given the title of social editor.
Curren added that she is recruiting for a number of other roles across buying, trading and creative.
Meanwhile Shop Directs head of luxury brands, Hugh Longland, has been tasked with overseeing strategic brand partnerships and marketing for Very Exclusive.
A print and digital campaign is set to run from October to February.