Retail brand Woolworths is to be revived online today by
home shopping firm Shop Direct.
The online multibrand retailer bought the Woolworths brand in
February after the 100-year-old high street version
collapsed financially.
Woolworths.co.uk has
been developed around the four most popular product categories of
toys, children's wear, entertainment and party goods.
The online store will even include a version of the famous
Woolworths "pic n'mix" sweets, now called "click n' mix."
"From acquiring the brand to launch it has been only 20 weeks,
which is something you could never achieve with a high street
business but can do online," said Mark Newton-Jones, group chief
executive at Shop Direct.
Although the site is aimed at capturing as much of the feel of
the original family store with everything in one place, it will
sell a bigger selection of goods.
The online store is to sell over half a million products, but
many product categories will double in size between now and
Christmas, said Newton-Jones.
The site will be made up of the Main Shop, Entertainment Shop
and Party Shop. Each will have separate checkouts at first, but
these will be integrated by the end of the year.
Woolworths.co.uk is re-launching Ladybird, a brand also owned by
Shop Direct, which is aimed at children under eight.
The store also plans to introduce clothing, footwear and
sportswear for older children in the coming months.
Newton-Jones predicts that Woolworths.co.uk would make a profit
in its first full-year of operation, but did not make any specific
forecasts.
He hopes Woolworths.co.uk will challenge to pure-play online
retailers such as Amazon.com in entertainment.
The Entertainment Shop will offer games, DVDs and CDs, which
will all be available for free delivery, he said.