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Shop Direct moves into the luxury sector with

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Shop Direct has moved into the luxury sector with the launch of

At launch the new brand, led by founder Sarah Curran, stocks more than 150 ‘accessible’ and high street luxury brands, including Marc by Marc Jacobs, Karl Lagerfeld and Karen Millen. Thirty more, including Whistles and Paul Smith, will boost that range during the autumn/winter 2015 season.

Shop Direct group chief executive, Alex Baldock, promises the launch will bring a “much needed shake up” to the luxury market.

“We’re making luxury attainable, both financially and emotionally,” he said. “Luxury fashion doesn’t have to be confined to the streets of Mayfair – girls up and down the country want to wear designer labels.

“There’s a big potential audience out there for and we’ll not rest until we’ve brought it to all of them.”

The site will feature editorial, style and beauty advice alongside Shop Direct credit deals. The launch targets 3.8m potential customers, including those who search for luxury and premium brands on Shop Direct’s existing brand

Gareth Jones, deputy chief executive who oversees, said: “We already see growing demand for luxury and premium brands through searches on and from talking to our customers.

“Shop Direct has a long history of developing successful brands from scratch, most recently, now a £800m brand and the growth engine of our business.

“I’m sure will follow in its footsteps. We have the most-wanted accessible luxury brands, our market-leading ecommerce expertise will make the customer experience seamless and increasingly personalised, and our credit offer will allow shoppers to spread the cost of their buys.”

Sarah Curran MBE, managing director of, added: “It’s hard to believe that just a year ago, was a mere idea we were bouncing around and now we’re live with a brand that’s going to democratise luxury fashion and beauty.

“I remember jotting down my wish list of accessible luxury brands – the fact that they’ve all embraced us like they have is testament to the strength of our proposition and the style and aesthetic our team has developed.

“There’s a real excitement about For shoppers, we’re offering a fun, fresh and accessible taste of luxury and, for brands, we’re opening up a whole new customer base that has until now felt alienated by the sector. Watch this space!”

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