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New Shop Direct Group brand to target over-50s

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Shop Direct Group is to target fashionable women aged 50 and over with the launch of a new brand, isme.

The company, a leader in the online and home shopping market, says isme is aimed at “style-conscious, fashion-focused women who are facing their 50s with enthusiasm, vigour and confidence.” The isme website goes live tomorrow.

Shop Direct Group group retail director Gareth Jones said: “We have spent a lot of time listening to our mature customers and have recognised that they feel underserved and neglected by the high street. The launch of isme represents a fantastic opportunity for us to maximize our involvement in a growing market and to give customers what they want, stylish clothing that flatters all shapes and sizes, builds confidence and suits the active lifestyles of today’s women.”

Actress and Loose Women panellist Lynda Bellingham (pictured) is the face of the brand. The isme site will also feature five ‘inreality’ women, real women aged 50 and over sharing their style advice and fashion experiences with shoppers.

Bellingham said: “I am thrilled to be part of a brand that understands that 50+ women still want fashionable clothes, outstanding choices and prices to suit all budgets and a brand that understands what looks good on a more mature woman’s shape.

“Women just want clothes that look good and that fit them properly. Isme is the solution to the disappointing ‘one size fits all’ approach of the high street.”

Shop Direct Group sells goods worth £1.7bn a year through its online and home shopping channels, and with five million active customers claims the top spot in the market. It employs about 9,000 people working on brands including Littlewoods, and

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