Shop Direct adds seven homeware brands

Shop Direct has added seven home and furniture brands to its portfolio of more than 150 over the last six weeks.

The move supports the integrated pureplay digital retailer’s company’s plans to drive sales within its home category by complementing its own-brand offer with a greater proportion of branded products.

Design-led furniture brand Swoon has launched a collection of 80 product lines on, encompassing sofas, tables, chairs, TV stands and bookshelves. This will be complemented by more than 135 new product lines from Calvin Klein, Tommy Hilfiger, Content by Terence Conran, Accessorize, Karen Millen and East End Prints, available on both Very and The collections span a mix of bed linen, bath linen, bedroom accessories and graphic art prints.

Several brands already available on Very and Littlewoods have also expanded their home ranges. Ted Baker has launched a home fragrance collection, Sass & Belle has added storage and decorative accessories, and Scion has added bath linen. Silentnight, which has sold more than a million individual products via Very to date, has also launched an exclusive range of upholstered bedframes.

Mike Wheeler, home category director at Shop Direct, said: “This is an important step forward in our plans to fuel growth by complementing the strong own-brand offer on Very and Littlewoods with an enhanced range of leading home and furniture brands.

“We know our customers love the mix of brands and flexible ways to pay that we offer when it comes to updating their homes, and we look forward to announcing the launch of several more big brands in the near future.”

Later this year, Shop Direct we will rebrand to The Very Group as part of plans to bring its name and identity in line with its largest and fastest growing retail brand Shop Direct’s other brands are and It receives an average of more than 1.4 million website visits every day, with 74% of online sales completed on mobile devices.

Shop Direct sells more than 1,800 famous brands, including big name labels and its own exclusive brands. It has four million customers and deliver 49 million products every year. Its free click-and-collect service CollectPlus delivers to 7,000 stores across the country.

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