veryBedsHome shopping giant Shop Direct grew profits 78 per cent in the year to end June with CEO Alex Baldock hailing the online department store retailer’s disciplined approach.

The Liverpool based company—operator of ecommerce websites Very.co.uk, Littlewoods.com and among the UK’s largest furniture retailers—racked up £71.7m at the pre-tax line as sales climbed 3 per cent to £1.8bn.

Its growth came despite it culling its catalogue and jettisoning legacy brands Woolworth, K&Co and Isme. Its Very.co.uk business grew 21.1 per cent to achieve sales of £850m, making it the UK’s fastest growing department store.

“Very.co.uk and mobile have been the outstanding performers for us,” said CEO Alex Baldock.

“This is now a disciplined business too, in the way we sell, spend and lend, which makes for a more profitable and resilient Shop Direct.”

Mobile commerce was a big success, with Very.co.uk mobile sales rising 51 per cent to become 59 per cent of all online revenue.

“Being online-only means more mobile innovation, especially in personalisation where we aim to offer each customer an experience as unique as she is,” Mr Baldock added.

“We’ve tailored her online experience, including the marketing that brings her in, the online shop she then enters, and the way we engage with her after she’s bought. Our investment in Big Data and technology has started to pay off and is making these new levels of personalisation possible.”