Woolworths is staging a major relaunch - not on the high street, but online.
Woolworths.co.uk goes live this morning with over half a million products on offer.
The new-look 'Woolies' will be very different to its bricks and mortar predecessor with a very clear focus on young families.
"It's going to be a very different proposition to the proposition of Woolworths on the high street," said Mark Newton-Jones, the Chief Executive of Shop Direct Group which now owns the Woolworths brand.
"We've listened to many customers... there are four categories which are very important to them; children's wear and children's clothing, toys, entertainment... and of course party.
"You certainly won't be buying washing up bowls, or ironing boards from us, but you certainly will be able to buy children's clothing, Ladybird, toys etc."
Woolworths first opened in Britain in 1909 and at its peak had over 800 shops on these shores.
It was the first chain to make its own brand items, thus minimising its dependence on suppliers.
While celebrated for its cut price bargains it became known as an Aladdin's Cave of goods with stationary piled next to hairdryers and the much-loved pic 'n' mix.
While the latter will still be on offer through The Woolworths Blog the ethos of Woolies is almost unrecognisable in its new form.
Having been run to the ground by cheaper and the advent of online, the brand had to be transformed if it was to survive.
Whether it can succeed on the web where it failed on the high street could depend on the initial success of the relaunch.
"People saw the brand being visibly deconstructed in front of their eyes," said Deborah Walmsley from brand consultants Leapfrog.
"Obviously on the high street we all saw the closures and literally the selling off of not only all of the products in the store but also all the fixtures and fittings.
"I do think that what they've got to do fairly early on is really reassure people that the infrastructure is there in terms of the online brand."
Woolworths.co.uk goes live this morning with over half a million products on offer.
The new-look 'Woolies' will be very different to its bricks and mortar predecessor with a very clear focus on young families.
"It's going to be a very different proposition to the proposition of Woolworths on the high street," said Mark Newton-Jones, the Chief Executive of Shop Direct Group which now owns the Woolworths brand.
"We've listened to many customers... there are four categories which are very important to them; children's wear and children's clothing, toys, entertainment... and of course party.
"You certainly won't be buying washing up bowls, or ironing boards from us, but you certainly will be able to buy children's clothing, Ladybird, toys etc."
Woolworths first opened in Britain in 1909 and at its peak had over 800 shops on these shores.
It was the first chain to make its own brand items, thus minimising its dependence on suppliers.
While celebrated for its cut price bargains it became known as an Aladdin's Cave of goods with stationary piled next to hairdryers and the much-loved pic 'n' mix.
While the latter will still be on offer through The Woolworths Blog the ethos of Woolies is almost unrecognisable in its new form.
Having been run to the ground by cheaper and the advent of online, the brand had to be transformed if it was to survive.
Whether it can succeed on the web where it failed on the high street could depend on the initial success of the relaunch.
"People saw the brand being visibly deconstructed in front of their eyes," said Deborah Walmsley from brand consultants Leapfrog.
"Obviously on the high street we all saw the closures and literally the selling off of not only all of the products in the store but also all the fixtures and fittings.
"I do think that what they've got to do fairly early on is really reassure people that the infrastructure is there in terms of the online brand."
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