Very has unveiled its own fashion label, 'V by Very', which the e-tailer hopes to use to accelerate UK growth.

V by Very will include design-led fashion from across womenswear, menswear and childrenswear and is available on Shop Direct's and platforms.

“V by Very is the natural next step for We’re building a world-class online department store; now we have an own label fashion brand to match our ambition," said Alex Baldock, CEO of Shop Direct.

“We’ve created this new collection – and this new brand – alongside our customer. She’s told us what she wants and by listening to her, V by Very can become a major force in British fashion. We’re backing it big time.”

V by Very will provide Very's core customers with value clothing and will also be supported by existing children’s clothing label Ladybird and plus-size fashion brand So Fabulous. Prices will start from £12 up to £200, in sizes eight to 24.

The womenswear collection – which will be formally unveiled to consumers on 5 September 2016 – has been designed using customer insight by Shop Direct's in-house design and buying teams. The collection is aimed at’s 25-44 year old female target customer. 

Matt Dixon, group product director at Shop Direct, added: “We saw a clear opportunity to create a strong own brand that recognises and serves the many roles our customers play day-to-day.

“We’re not only tracking the latest trends and catwalk styles, but everyday we’re listening to our customers’ views and looking at how they shop; creating a data-driven fashion brand that is truly relevant for them. It’s this relentless focus on relevance that will help to create new opportunities to expand womenswear, menswear and childrenswear, and help V by Very become a success.”

Meanwhile, digital agency, TH_NK, has been working with to refresh its online brand.

Earlier this year, Amazon hired former head of womenswear from Marks & Spencer, Frances Russell, who was thought to be helping the e-tail giant target the fashion industry with a new own-label product line, which it launched in the US soon after.