12 September 2014

Sarah Curran MBE & Shop Direct announce
launch of luxury e-tailer Very Exclusive

After bringing in my-wardrobe.com founder Sarah Curran MBE last year to accelerate the development of its luxury strategy, Shop Direct has announced plans to launch VeryExclusive.co.uk, a standalone e-tail brand offering edited collections and products from accessible and high street luxury fashion and beauty brands. Very Exclusive will launch during London Fashion Week in February 2015 and will focus on women’s clothing, footwear, accessories and beauty. The accessible luxury arm of the brand will offer diffusion and second lines from designer fashion and luxury beauty brands, including the likes of Marc by Marc Jacobs, McQ, Red Valentino, Carven, Kenzo, See by Chloe, Vivienne Westwood Anglomania and J Brand Jeans. The high street luxury division will focus on premium high street brands and the ‘luxe’ collections of high street retailers, such as Reiss. The beauty offer will include brands such as Stila, T3, Bliss, Elemis and Laura Mercier. The core target audience for Very Exclusive will be women aged 26 to 35. Led by Curran, a number of high profile team appointments have been made to bolster the team behind Very Exclusive. The brand’s fashion buying is headed up by Vikki Kavanagh, who joined earlier in the summer from Harvey Nichols. Leading the beauty team in a consultancy capacity is Clare Morgan, who was formerly head of beauty at Harrods. With a wealth of experience at Shop Direct, Hugh Longland is overseeing strategic brand partnerships and marketing for Very Exclusive. Heading up content development for the site will be Emily London, who is set to join as editor-in-chief from her role as London editor of American style website, Refinery29, while leading style blogger, Simon Glazin, joins the team as social editor. Looking after PR and communications for the brand in a consultancy role is Lauren Stevenson, who was most recently Head of PR and Communications at Harrods. Lauren will be the the main point of contact for all PR, image and sample requests. Curran is also actively recruiting for a number of further roles across buying, trading and creative. Once complete, the satellite team for Very Exclusive will be based in Shop Direct’s offices on Pollen Street, London, and supported by the wider capability in its head office in Liverpool.

Twitter: @veryexclusiveuk / @VeryExclusivePR / @ShopDirect / @sarahcurranMBE

Click on the pink links below for full details in DIARY directory:
Very Exclusive in 'fashion & accessories'

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