Shop Direct goes upmarket with luxury site

 
Kasmira Jefford
Follow Kasmira
Owners Sir David and Sir Frederick Barclay
ONLINE 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, Very.co.uk.

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