Shop Direct is to consolidate its Isme business into its Very platform as the multi-label online retailer continues to focus on its two “power brands”.

The move will see Isme become part of Very from the end of this month. The consolidation follows Shop Direct's migration of into Very in June, and K&Co into Littlewoods in July.

Shop Direct said the earlier moves have “exceeded expectations” in terms of number of customers shopping and amount of sales, adding that it expects the latest consolidation to be smooth.

“We’re now powered by two engines, and,” said Shop Direct CEO Alex Baldock. “Freeing up investment tied up in our past means we can turbo charge these two power brands and accelerate towards our future as a world-class digital retailer.”

Shop Direct recorded a robust pre-tax profit for the 12 months to 30 June last year, thanks to a hike in sales at its Very brand. Pre-tax profit jumped 512% to GBP40.4m (US$62.1m), while group sales rose 3% to GBP1.74bn.