Product Diversity
Loading Direct Group Media...
The group has developed a number of well established brands, each servicing a market niche of clearly defined loyal customers. This has enabled the group to develop product sourcing teams that are each totally focused on developing product ranges tailored to the interests and buying habits of their customers.
Key market niches serviced are:
| Innovations | Innovative general merchandise, furniture, gifts and bedding |
| Damart | Mature women's apparel & thermalwear for all |
| Fox Collection | Needlework and craft |
| Gaiam | Lifestyle of health and sustainability |
| Entertainment Masters | Packaged home entertainment |
| Victoria Hill | Women's fashion apparel, shoes & accessories |
| Early Learning World | Educational toys, children aged 1-8 |
| HomeCare | Small kitchen appliances, homewares, personal items |
| TVSN | Jewellery, beauty, health, homewares and electrical |
The expansion of the number of brands has allowed the group to provide its existing and new customers a much richer product offering. Cross marketing between brands has increased both customer loyalty and average customer spend, makes new customer acquisition considerably more cost effective and provides an effective, proven launch pad for new catalogues and product categories.
