The online retailer has said the rebrand will align its identity with its flagship brand Very.co.uk

The full extent of the rebrand will be unveiled later this year and will mark the 10-year anniversary of Very. Launched in July 2009, the retailer has become a £1.4b brand with 2.82m active customers and 1.25m daily website visits.

“Rebranding Shop Direct to The Very Group will be a clear marker of the next chapter in our development. The new name will bring us in line with Very in its 10th year and step change our ability to attract the world’s best talent,” said Shop Direct, CEO, Henry Birch.

Speaking at the RW Live event in London, Henry said that in some parts of the country the Shop Direct brand was becoming confused with Sports Direct.

He added: “The new identity will also help to foster an even closer emotional connection between our people and our customers, which is vital as we continue to improve our proposition and deliver the best possible shopping experience.”

Shop Direct will continue its ambitious recruitment programme to fill hundreds of roles in data and technology, as well as roles within its new East Midlands fulfilment centre.