Shop Direct, the UK’s largest integrated pureplay digital retailer and financial services provider, has announced plans to rebrand to ‘The Very Group’.

The retailer says that the name will bring its brand and identity in line with its flagship consumer brand Very.co.uk.

The new corporate identity, which will be unveiled later this year, has been decided to increase brand awareness, fuelling its ambition to recruit hundreds of roles in data and technology, fulfilment at its centre in the East Midlands.

The move will mark the 10-year anniversary of Very, which launched in July 2009 as a pureplay digital retailer.

Very is now a £1.4bn-brand with 2.82m active customers and an average of 1.25m daily website visits.

“Rebranding Shop Direct to The Very Group will be a clear marker of the next chapter in our development,” said Henry Birch, group CEO at Shop Direct.

“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.

“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.”