Home shopping giant Littlewoods has moved to circumvent the confusion caused by its various brand and corporate names with a group rebrand, complete with an in-house designed identity.
The firm, which is headquartered in Speke, has now started trading as Shop Direct, dispensing with the former group name Littlewoods Shop Direct.
However, there is no plan to tinker with the enduringly popular consumer-facing brands in the firm’s portfolio, such as Kays, Choice, Marshall Ward and Littlewoods Direct.
The firm has stated that the new name gives a clearer indication of exactly what the business does, while removing the potential for confusion that existed as a result of the group name and the separate Littlewoods and Littlewoods Direct shopping brands.
Littlewoods has recently announced its intention to launch new own-brand fashion labels and increase its £15m marketing spend in the face of difficult trading conditions.
The business currently boasts a turnover just shy of £2b, employing 18,000 members of staff.
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