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Shop Direct has aligned itself more closely to its flagship Very.co.uk retail platform after undergoing a full rebrand to The Very Group.

More than just a change of name, the move forms part of a growth strategy centred on capitalising on brand recognition of Very which is now worth an estimated £1.5bn with a customer base of 3m.

Chief executive Henry Birch remarked: “This rebrand builds on over 100 years of history during which time we’ve gone from catalogues to bricks to clicks to mobile.

“We’ve always had a passion for reinvention and becoming The Very Group is another important part of our story.”

The Very Group is now poised to poised to embark on a recruitment drive over the next two years with a raft of new roles opening up in data and technology as it cements its position as Britain’s ‘largest pureplay digital retailer’ on the back of investments in big data and technology.