Launched in July 2009, Very is a new online shopping venture that caters to young consumers with a keen eye for celebrity style. Conceived by the UK fashion and home wares retailer, Littlewoods, Very prides itself on having brought in a roster of media-friendly stars such as Peaches Geldof, Fearne Cotton and Caprice Bourret. Not only do these starlets give shoppers style advice on Very’s website forum, but they’ve also dabbled in designing themselves and sell their goods at Very. One of the site’s current main draws is Peaches Geldof’s second collection for the hip London label PPQ.

Apart from the celebrity-focused offerings, there are some 400 additional fashion brands available. Firetrap, Miss Sixty, Diesel, Bench, Adidas and Lipsy, as well as exclusive lines such as Fuse by Preen, are only a handful of them. In addition, product categories spanning electrical, home, furniture and toys are also part of the mix.

Very is already making waves with its heavily celeb endorsed and interactive formula. Added bonuses such as trend tips and inspiration pages, as well as a freshly launched magazine, only make it a more attractive destination. ASOS better watch its back.

—Emma Holmqvist