The integration, which means some products will be shipped directly from adidas and Reebok to Very customers, delivered the retailer’s biggest ever drop of new product lines and is said to have created one of the largest assortments of the brands in UK retail.

The launch supports Very’s plans to improve customer experience with a more varied and flexible range of fulfilment options.

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Very intends to scale up this stockless fulfilment model over the next few months to cover more brands including Quiz, Lacoste, Kickers, Berghaus, Speedo and Ann Summers. The proposed expansion would involve implementing new in-house technology platforms, integrated with what Very believes to be best-in-class external platforms, including Oracle Retail Merchandising Cloud Service and IBM’s Sterling Order Management, enabling Very to quickly and easily expand its brand portfolio. These platforms are built on an open API integration framework for improved interoperability across the technology estate, while providing Very with increased speed and scalability, the group explains.

Stockless fulfilment allows Very to choose the most efficient way to fulfil any given product, and will play a key role in expanding the range of products already stocked and processed at Skygate, its highly automated fulfilment centre in the East Midlands. This follows the recent extension of Very’s next day delivery cut off for customer orders to 10 pm.

Tom Goulden, retail product director at The Very Group, explains: “With online retail more competitive than ever, it’s vital that we offer the greatest possible choice and flexibility at every stage of the customer journey. Working with brands in this way allows us to offer a much greater range of products and is already demonstrating how it can drive sales and add customer value.

“Integrating our fantastic new in-house tech platforms with best-in-class external platforms is the next exciting step for us and will give Very a truly contemporary retail tech stack. This will set us up well for the future by opening doors for us to work with more categories and brands in an improved way.”

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The Very Group recently reported record full-year revenue and continued profit growth for the year ended 3 July, driven by Very sales and new customer acquisition.