Shop Direct goes upmarket with luxury site

Kasmira Jefford
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Owners Sir David and Sir Frederick Barclay
NE r

NE retailer Shop Direct has taken on its upmarket rivals after launching a new luxury goods website today led by My Wardrobe founder Sarah Curran.

Very Exclusive is targeted at aspirational shoppers who can’t afford high-end luxury by selling “accessible” brands such as Marc by Marc Jacobs, Whistles and Barbour.

The company, owned billionaire brothers Sir David and Sir Frederick Barclay, has identified a potential 3.8m customers, a large proportion of whom already shop with its flagship brand,

Chief executive Alex Baldock said the site would give the market a “much-needed shake-up” and make luxury attainable both “financially and emotionally”.