Shop Direct puts isme online

Shop Direct, the UK's largest online and home shopping company, has launched a clothing brand called isme. The brand, which will sponsor daytime talk show Loose Women, is aimed at women in their late forties to fifties and will be promoted by actress Lynda Bellingham.

Isme.com will sell womenswear, menswear and childrenswear when it launches on Saturday. It will also offer brands including Kaliko and Damsel in a Dress as well as own-brand Savoir at Isme.

Isme will also be available to 100,000 existing Shop Direct customers via a catalogue.