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Shop Direct has rebranded to The Very Group in a move that brings the group’s name and identity in-line with its flagship consumer brand,, and reflects the next phase of its ongoing transformation.

Effective today (13 January), the rebrand draws on’s widespread brand awareness and will support a recruitment drive over the next two years for 150 roles in data and technology and hundreds more at the company’s new fulfilment centre in the East Midlands, which will be operational this year and employ around 800 people during peak periods.

Launched in 2009 as a pureplay digital retailer, today is a GBP1.5bn (US$1.9bn) brand with three million active customers.

“We want to be the number one destination for shoppers who value flexible ways to pay,” said group CEO Henry Birch. “We’ll achieve that by constantly improving what we do, innovating with data and technology at our core, and delivering the best experience for our customers and our colleagues.”

The Very Group, which also owns the site and is the UK’s largest pureplay digital retailer and financial services provider, has annual revenues of GBP2bn and over four million customers. 

In November, it received GBP150m (US$191.8m) additional funding, which it will use to help the company return to a better financial footing following a spike in PPI claims.

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By GlobalData

The online retailer said a month prior it needed GBP150m to address the cost of PPI claims on its credit operation.