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BUY NOW, PAY LATER: VeryExclusive.co.uk goes live today selling contemporary and high street fashions, plus beauty products — and with an unusual payment plan.

 

The new site is run by my-wardrobe.com’s founder Sarah Curran and backed by Britain’s Shop Direct, a multi-brand digital retailer that sells branded and own-label goods ranging from clothing to home and electronics.

 

VeryExclusive stocks 100 fashion brands including Carven, PPQ, J Brand, Karen Millen and Reiss, and 45 beauty ones such as Bliss, ByTerry, Chantecaille, Miller Harris, REN and Stila.

 

The site has also created a feature called World Of for eight brands including Karl Lagerfeld, Calvin Klein, Elizabeth & James, Marc by Marc Jacobs, McQ Alexander McQueen, Diesel Black Gold, Red Valentino and Vivienne Westwood.

 

As part of World Of, shoppers can browse every category those brands offer, such as rtw, bags, shoes, accessories, tech products and eyewear.

 

Aimed at women aged 26-35, the site also allows customers to spread the cost of their purchases across three monthly, interest-free payments. It will also offer an account with a representative APR of 18.9 percent.

 

A digital brand campaign shot by Rankin launches today. To follow is a series of digital marketing initiatives including partnerships with style vloggers and a strategic partnership with Google.

 

There will be a launch party tonight at 155 Regent Street, co-hosted by Shop Direct chief executive officer Alex Baldock, the site’s managing director Sarah Curran, and British Fashion Council ceo Caroline Rush.

 

The Shop Direct business is owned by billionaire British businessmen and identical twin brothers Sir David Barclay and Sir Frederick Barclay. Their other holdings include The Telegraph Media Group, The Spectator magazine, and London’s Ritz hotel.

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