Littlewoods is aiming to appeal to a younger online customer base and will launch a new website Very.co.uk aimed at female shoppers aged between 25 and 45 with young families.
The pitch was managed by The Observatory and included Karmarama, Leo Burnett and DLKW in the early stages.
A directory and magazine will back the online shopping brand. The Littlewoods brand will continue but Shop Direct aims to take advantage of the move from catalogue to online shopping.
The brand, which will launch on 5 July, will focus on fashion, mother and baby, and home and technology.
A marketing campaign will launch in September.
It is understood that Wolff Olins is working on the branding.
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