Next is launching a spin-off website called Label which stocks branded fashion including Warehouse, Oasis, Nike and Superdry.
Label, which will use the URL www.thelabel.co.uk, launches on Thursday and will stock brands featured on Next Directory but will carry a clean, fresh and editorial style.
Supermodel Jourdan Dunn is the face of Label, which will offer Next’s exemplary delivery service, with free next day delivery available on orders made before 10pm.
This is not the first time Next has developed a stand-alone online venture. It launched Brand Directory, a competitor to Asos and Littlewoods in 2008, but pulled the plug just 18 months later, diverting shoppers to the core Next website.