isme Announce Launch of Pet Care Range

LIVERPOOL, England, June 10, 2011 -

- isme is Delighted to Announce the Launch of a New Range of Pet Care
Products

isme is delighted to announce the launch of a new range of pet care
(www.isme.com/home-garden/petcare/e/b/3654.end) products. The
extensive range features over 400 lines and includes bird tables, dog beds,
fish tanks, dog kennels and hamster cages.

Prices range from GBP9.99 to GBP300 and include leading brands such as
Royal Canin, Natural Dog, Rok, Furminator, Petzden and RAC.

It is estimated by ONS that there are over 52 million pets in the UK,
with 40% of all households owning an animal of some description. ONS also
estimate that the pet care market in the UK is worth around GBP3.3bn and isme
is aiming to capitalise on a growing demand among their customer base, with a
recent survey revealing that 20% of shoppers wanted to see this new range.

Launched in January 2011, isme replaced the retired Marshall Ward brand
and caters specifically to the mature market by offering flattering ladies'
fashion (www.isme.com/women/e/b/1589.end), together with homeware
(www.isme.com/home-garden/e/b/3279.end), electricals and furniture. A
sponsorship deal with ITV's Loose Women has contributed to the early success
of this new company, which is endorsed by actress Lynda Bellingham.

isme's customers are able to order online or by phone and are offered
next day delivery and free returns on most items.

isme is part of Shop Direct Group, the UK's largest online and home
shopping company.

To find out more, visit: www.isme.com

Notes to Editors:

- Shop Direct Group is the UK's largest online and home shopping retailer
with sales of circa GBP1.7 billion.

- The Group has 5m active customers across the business.

- Shop Direct employs around 9000 people.

- Brands include Littlewoods, Very.co.uk, Woolworths.co.uk, Littlewoods.
Ireland, Littlewoods Europe, Additions, Great Universal, Choice, isme and
K&Co.

- We are the largest full price branded clothing and footwear retailer in
the UK.

- We are the 2nd largest online clothing retailer in the UK.

- We are the 3rd largest bed and mattress retailer in the UK.

- We are the 4th largest sportswear retailer in the UK.

- We are the 5th largest electrical retailer in the UK.

Cara Newton at Shop Direct Group on +44(0)844-292-4799