Woolworths buys Ladybird brand name

Woolworths has bought the rights to the Ladybird clothing brand from Coats Viyella and aims to use it as a springboard to become a major childrenswear retailer.

The Kingfisher-owned chain had exclusive rights to the brand and has been designing clothing under the Ladybird name since 1984.

Following the Ladybird acquisition, for an undisclosed multi-million pound figure, Woolworths intends to invest in the brand, develop new ranges and increase existing ranges to modernise the brand’s look.

A spokesman for Woolworths was unable to say when new ranges would appear or what kind of marketing push would accompany the new-look Ladybird brand.

The Ladybird promotional strapline is “Outgrown before outworn”.

Woolworths’ marketing and commercial director Ken Lewis says: “Many customers visit Woolworths just to buy the Ladybird childrenswear because it is fashionable, practical and great value.

“This acquisition provides us with a major springboard to become a truly dominant force in childrenswear.”

The children’s clothing market is worth £3.4bn in the UK in the 12-year-olds and under sector. The Ladybird brand has a market share of 6.5 per cent and offers 1,500 lines, ranging in price from £1.99 to £29.99.

The Ladybird company was founded in the late 1600s in Bohemia. Woolworths secured its first order from the company in 1932. Its first childrenswear was sold at Harrods in 1932.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here