Very elevates fashion proposition with new own-brand range, The Very Collection

Digital retailer Very, which is operated by The Very Group, is today announcing the launch of its new own-brand fashion proposition.

The Very Collection, available online from today (4th September), is the evolution of the digital retailer’s own-brand fashion ranges. The collection has been modernised with elevated design elements, quality staples and new capsule trend collections.

Anchored by Autumn/Winter 25, the launch marks a new chapter for Very’s own-brand offering. Curated with intention, it champions a foundation of timeless wardrobe essentials, refined seasonal staples, and modern accents – each piece crafted to bring individuality to the everyday. It’s bolder and showcases a trend-focused aesthetic, helping to diversify the online retailer’s own-brand fashion range spanning women’s, men’s, and kids’.

Through the launch of the collection, the online-retailer has increased its own-brand product range options by 15 percent year of year. Prices range from £4 up to £250 and the new own-brand range will provide trend-led capsule collections focusing on head-to-toe dressing.

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, commented: “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.”

The new launch comes as consumer research from Very shows that more than half (51 percent) of women feel more confident when they have a set of versatile, go-to pieces, and almost three quarters (72 percent) agree a curated wardrobe of quality staples makes dressing each day simpler and more enjoyable.

Jessica Myers, chief customer officer at The Very Group, added: “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.”

The new own-brand range has also been brought to life via Very’s latest Haus of Flamingo campaign.

The Exhibition, on screens from today, follows Very’s flock as they step into an art exhibition filled with flamingo-inspired art and fashion. By the end of the story, they themselves have transformed into a stunning work of art. The creative setting indicates quality, style and design which is at the heart of The Very Collection.

This campaign shines a spotlight on standout pieces from The Very Collection’s Autumn/Winter 25 range. It features a hero 30-second TV advert, complemented by shorter versions and a wide range of social-first and influencer-led content designed to engage and inspire our audience.

Jessica Myers concluded: “As part of the launch, we’re thrilled to introduce our brand-new Autumn/Winter 25 Haus of Flamingo campaign, The Exhibition. This season’s ad shines a spotlight on more of Very’s own-brand range than ever before. In fact, for TV, we’ve created a fully own-brand advertisement – a first for Very! But that’s not all – we’re bringing The Very Collection to life with The Very Big Wardrobe, inviting everyone to explore their fashion favourites and discover pieces that reflect their unique style. It’s a moment we’re incredibly proud of, and we can’t wait for our customers to experience it!”

In a first for the digital retailer, Very is opening the doors to The Very Big Wardrobe – a two-day immersive fashion experience on New Bond Street, London. Taking place on the 5th and 6th of September, this unique event invites guests to step inside and explore Very’s brand-new Autumn/Winter 2025 collection. It’s a celebration of style, self-expression, and fashion-fuelled confidence.

Over the two days, visitors will discover interactive moments and fashion-first experiences that put individuality at the heart of the shopping experience. Those attending the event will have the chance to benefit from one-to-one personal styling sessions with expert stylists, helping customers discover pieces that truly reflect their unique style.