Shop Direct, the UK’s largest integrated digital retailer and financial services provider, has added seven prolific home and furniture brands to its portfolio of more than 150 over the last six weeks.
The move supports the company’s plans to drive sales within its home category by complementing a strong own-brand offer with a greater proportion of branded products. It will also increase the frequency with which Shop Direct can release new home and furniture products to its customers.
Design-led furniture brand Swoon has launched a collection of 80 product lines on Very.co.uk, 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 Littlewoods.com. The collections will span a mix of bedlinen, bathlinen, 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 bathlinen. 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, says: “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 look forward to announcing the launch of several more big brands in the near future.”
Pictured: Swoon living room