2 fake Varley stores sell its full catalogue at up to 70% off, with Varley's own photos
varleyshop.com and varleyapparel.com are selling Varley's catalogue, 739 and 848 products, one at up to 30% off and the other at 70%. Our domain sweep found 21 Varley lookalike domains registered or live. varleyshop.com was registered on 9 August 2026 and varleyapparel.com on 1 September 2026. Three more, varleyonline.com, varleysale.com and varleywear.com, were registered between July and August and are already on hold. A separate exact-image search found unrelated, apparently compromised websites indexed with Varley product pages that forwarded visitors to discount stores.
TL;DR
- 92%: Visual similarity
- 2: Live fake storefronts
- 70%: Off every varleyapparel.com item sampled
- 32: Unrelated sites matched to Varley photos
- First step: Archive both stores now
Captured 25 Sep 2026 · 15:10 UTC
- 92%
- Visual similarity
- 2
- Live fake storefronts
- 70%
- Off every varleyapparel.com item sampled
- 32
- Unrelated sites matched to Varley photos
$118 on varley.com, $82.99 on the copy
The official Agathe Knit Top page on uk.varley.com shows a campaign photo of the top in Brownie, a £94 price, a size selector and free 30-day UK returns. On varley.com the same top costs $118.
varleyshop.com's version uses the VARLEY wordmark, a studio packshot of the same top and a price of $82.99 against a struck-through $118.00. A panel under the Buy now button says 69 people are watching. The visual assessment classed the site a likely copycat at 92% similarity with 95% confidence.
varleyshop.com signs its footer with Varley's company name and sells Varley's $118 top for $82.99.
What we caught
varleyshop.com lists 739 products and varleyapparel.com 848. Both open with the same run of Varley names: the Aberg Halter Knit Top, the Ablett Jacquard Knit Jacket and the Abriella Midi Dress. The struck-through prices match varley.com's US prices of $108, $168 and $198.
Both stores serve Varley's own photos. varleyshop.com's Agathe Knit Top image keeps the file name from Varley's image server and matches the official file at an image-hash distance of 0. Three of varleyapparel.com's four Agathe photos match at 0 to 2.
varleyshop.com takes 25% to 30% off all 739 listings, so the $118 Agathe Knit Top is $82.99. varleyapparel.com took 70% off all 68 items we sampled across its shop pages: the same top is $35.40 and the $168 Ablett jacket $50.40.
varleyshop.com signs its footer © 2018-2026 Varley International Holdings Limited, as varley.com does, and its About Us page retells the founders' story. Its contact page names a different business, Leggdrooissale, with an email at leggdrooissale.it.com.
The evidence, page by page
848 products, every one we sampled at 70% off. The $108 Aberg Halter Knit Top is $32.40.
A home and garden template, with broken form code where the contact form should be.
Where a hijacked search result led: the Wide Leg Pant 28 for $38.00. Varley sells it for $132.
A second store, built on a home and garden template
varleyapparel.com calls itself Varley Official Online Store in its page title. Its homepage runs Varley campaign photography under the heading Endless summer, and every product we sampled from its 848 listings was marked Sale! at 70% off. The scanner rated it a possible copycat at 72% similarity.
The template shows through. The contact page offers help to create the perfect home and garden space, displays broken form code where the form should be, and lists 123/B, Route 66, Downtown, Washington as the address and example@example.com as the email. The footer links to a Refund/ Retum Policy. The FAQ gives buyers seven days to request a return. Varley offers 30 days in the UK.
Store pages built before their domains existed
varleyonline.com and varleysale.com were registered at varleyshop.com's registrar on 9 and 10 August 2026, within a day of varleyshop.com. Both are now on client hold, a registrar-level suspension. When a public service scanned varleyonline.com on 13 August, it resolved to the same server address as varleyshop.com. varleywear.com, registered on 2 July 2026 at varleyapparel.com's registrar, is also on hold.
The timing points to a store that moves when it loses a domain. varleyapparel.com's WordPress pages were created on 28 June 2026, before varleywear.com or varleyapparel.com was registered. varleyapparel.com was registered on 1 September, ten days after varleywear.com's registry record last changed on 22 August. varleyshop.com's policy pages date from July 2026, weeks before its own domain was registered. We could not confirm who runs either store, and a shared registrar does not prove a shared owner.
Hijacked sites led searchers to a $38 Varley pant
The exact-image search returned 33 matches on 32 websites with no link to fashion, among them a civic foundation, a professional body and a bookshop. Eighteen were indexed with page titles such as Varley The Wide Leg Pant 28 in Ivory Marl. We followed three as a search visitor, and each forwarded us to a different discount store on a .shop subdomain. One listed the Wide Leg Pant 28 for $38.00 against a claimed $120.00. It costs $132 on varley.com. Another offered the FreeSoft Cori Bra for $39.00. varley.com sells it for $72.
The store we examined did not load Varley's images directly. Its product photos came from a second-hand listing on a resale marketplace, which itself used Varley's official product shot at an image-hash distance of 1. The copied text still read Like new, never worn. A further 27 exact-image matches pointed to other brands' listings and looked like search noise. The marketplace sweep was quiet: eBay and Amazon showed ordinary Varley resale and retail listings, and Alibaba and AliExpress returned mostly unrelated products sharing the name.
How to shut it down
The takedown plan, step by step, built from the evidence above.
Archive both stores now
Save homepages, product pages, prices, contact pages, checkout paths, DNS records and registration dates for varleyshop.com and varleyapparel.com while they are live.
File with both registrars and hosts
Both registrars have already put Varley names on hold. Send each an evidence package for its live store, and a matching one to the hosting providers.
File copyright notices on the photos
Build them on the matching product images, including the file names copied from Varley's own image server.
Watch for the next domain
Monitor new Varley domains that add shop, sale, online, wear or apparel, and hijacked search pages that name Varley products.
Take it down yourself, or have us do it
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Summary
Sloppy copies still take the sale
Neither store tried hard. One kept Varley's image file names and company line. The other kept a home and garden contact page and an example email address. Both still work as shops, because the photos and prices are Varley's.
A shopper who pays $35.40 for an Agathe top on varleyapparel.com has only example@example.com to write to. If the order never arrives or looks nothing like the photo, the complaint goes to Varley. Three of the five Varley-name store domains registered this summer were suspended within weeks, and the store pages existed before their domains did. Expect the next domain.
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