Shop Direct is a multi-brand online retailer in the United Kingdom and Ireland.[citation needed] It is based in the Speke area of the city of Liverpool, in Merseyside, England. Established in November 2005 as a result of the merger of the former Littlewoods and Shop Direct companies, the retailer was known as Littlewoods Shop Direct Group until a corporate rebranding in May 2008.[citation needed]A business group trading via several digital department stores, Shop Direct traces its roots to a variety of mail order companies in northern England, the football pools and mail order business founded by John Moores, as well as the Manchester-based home shopping business of Great Universal Stores.
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