Very Group launches own-brand fashion line

The Very Group has launched a new own-brand fashion line, with The Very Collection set to debut online today (4 September).

The collection is said to have been “modernised” with elevated design elements and capsule trend collections, focusing on Autumn/Winter 25.

The launch of the collection has seen the group increase its own-brand product range options by 15%. 

It comes as consumer research from Very found that more than half (51%) of women “feel more confident when they have a set of versatile, go-to pieces”, while 72% approve of a curated wardrobe.

To promote the own-brand range, Very has launched a Haus of Flamingo campaign, which features a 30-second TV advert, alongside shorter versions and influencer content.

In addition, Very will launch a two-day immersive experience on New Bond Street on 5 and 6 September. Over the two days, customers will be able to have one-to-one personal styling sessions with stylists and interact with the collection. 

Sam Wright, chief commercial and strategy officer at The Very Group, said: “This new launch is the natural next step for our own-brand proposition, it brings together fashion fundamentals and the finishing touches to complete any look. Alongside introducing fresh and exciting ranges, the new collection brings together the much-loved V by Very and Everyday brands under one revitalised offering. 

“This means customers can still find their favourite products while discovering something new. Enhancing our own-brand range is a key part of how we help families get more out of life, and we’re excited to continue building on this over the next 12 months as we expand the collection into other categories.” 

Victoria Nelson, trading director at The Very Group, added: “The Very Collection is an exciting new launch for us, which is centered around style and quality. We have elevated our quality levels, and the new own-brand collection aims to improve our fashion and design credentials by delivering much loved wardrobe staples alongside new season trend must haves. The Very Collection has everything covered.”

Jessica Myers, chief customer officer at The Very Group, concluded: “The Very Collection has been created with our customers at its heart. We’ve spent months listening to feedback, understanding what makes our customers feel their best, and that’s exactly what The Very Collection is here to deliver.”