Woolworths is dead, long live Woolworths. Here’s a great example of how bricks and mortar, or should that be bricks n’ mortar, is not part n’ parcel (okay, I’ll stop that now) of a brand. The new owners of the brand, Shop Direct, asked people what it was they loved about Woolies. The answers included Ladybird children’s clothes and Pick n’ Mix sweets. And so the brand was sharpened and brought to the online marketplace with lower overheads.

Of course, this could have happened years ago in parallel with the high street operation. If the previous owners had done this they would have had options, as other retailers have who did. Of course there’s no guarantee they would have got it right. So perhaps the best thing for the brand was to change hands and benefit from an injection of new ideas and expertise.

What do you think about Woolies brand? Leave a comment.