Woolworths is now back with a new online-only store at Woolworths.co.uk. The new site has been developed around four product categories — Toys, Kidswear, Entertainment and Party — and includes the return of the original Woolworth’s much-missed Pic n’ Mix confectionery selection.

“We’re delighted to be bringing back Woolworths in its 100th year,” says Shop Direct Group chief executive Mark Newton-Jones. “Families wanted us to bring back Woolies as soon as possible, so that’s what we’ve done. From acquiring the brand to launching it has only been 20 weeks; something you could never achieve with a high street business but can do online.”

“We’re aiming to create a fun, family web experience which keeps on getting better and better,” he added, explaining that the new online store offers a significantly bigger selection of products than would have been sold in a Woolies high street store, and that many of the product categories will double in size between now and Christmas.

The Woolies site currently houses three distinct shops — Entertainment (managed by The Hut Group), the Main Shop and Party — each of which has its own checkout. From the autumn the three will become integrated, with a single shared checkout.

The new Woolworths also offers a loyalty programme, dubbed the Very Important Families (VIF) Club, which allows families to get perks such as free movies on Saturday mornings in cinemas across the country, access to special exclusive screenings of the latest family blockbusters and the chance to win free Woolworths goodies.

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