Online retail company Shop Direct is to change its name to The Very Group as it seeks to recruit hundreds of new employees and improve connection with customers.
The business owns the clothing and lifestyle brands Very.co.uk and Littlewoods. The brands sell clothes ranges with celebrities including TV actor Michelle Keegan and Myleene Klass.
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Speaking at Retail Week Live, chief executive Henry Birch said the name Shop Direct meant nothing to customers and could even be confused with Mike Ashley's Sports Direct.
In a statement announcing the change, he added that it would also help with recruitment.
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"Rebranding Shop Direct to The Very Group will be a clear marker of the next chapter in our development," he said. "The new name will bring us in line with Very in its 10th year and step-change our ability to attract the world's best talent."
The new corporate identity will be fully unveiled later this year. The retailer is owned by the billionaire Barclay brothers, David and Frederick.
