Shop Direct Group Luxury

Shop Direct looks to 'shake-up' luxury sector with launch


By Natalie Mortimer | N/A

February 19, 2015 | 3 min read

Shop Direct has today launched a new luxury iteration of its fashion e-commerce site as it looks to "shake-up" the sector.

The multi-brand retailer has already secured 150 brands for including Marc by Marc Jacobs, Karl Lagerfeld and Barbour, and the site will also feature magazine-style editorial, offering style advice and beauty tips.

The e-commerce store will follow Shop Direct's current credit offer, which lets shoppers spread the cost of their purchases across monthly, interest-free payments. will be headed by British Fashion Council patron Sarah Curran MB, who said she hopes the new venture will open up a "whole new customer base that has until now felt alienated by the sector".

Shop Direct claims it has identified 3.8 million target customers, and said a "large proportion" already shop with its flagship mainstream brand

Alex Baldock, group chief executive, at Shop Direct added: “ will give the luxury market a much-needed shake up. We’re bringing luxury within reach of many who crave a Karl Lagerfeld jacket or a Vivienne Westwood handbag but feel it’s out of reach.

“We’re making luxury attainable, both financially and emotionally...There’s a big potential audience out there for and we’ll not rest until we’ve brought it to all of them.”

In January Shop Direct reported record sales over Christmas 2013 courtesy of year-on-year digital sales growth of 14 per cent, driven largely by and which delivered a combined sales uptick of 27 per cent. Shop Direct Group Luxury

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