The online reincarnation of Woolworths made an encouraging start when it went live for the first time last week.
Owner of the iconic brand, Shop Direct Group, said that almost 100,000 shoppers logged onto woolworths.co.uk in the first few hours.
However, the new Woolworths has dropped housewares from its offer, concentrating instead on children’s products and toys, home entertainment, outdoor lines and home furnishings.
Shop Direct chief executive Mark Newton-Jones said: “We’ve been talking to families across the country and have responded with a site that delivers the best of what they loved about Woolies. Families wanted us to bring back Woolies as soon as possible, so that’s what we’ve done.”
Shop Direct Group’s other online brands include Great Universal and Marshall Ward.