Shop Direct launches Woolworths name as e-tail store, stocking toys, garden furniture, home accessories and pick'n'mix, but no longer sells DIY or domestic appliances.
The Woolworths brand began trading online today, but is no longer selling DIY equipment or domestic appliances.

Shop Direct, which operates brands such as Littlewoods and Kays, reportedly paid between £5m and £10m for the Woolworths name after the chain went into administration in November last year.

Woolworths.co.uk will offer outdoor living products, including barbecues, outdoor lighting and garden furniture, as well as toys, home accessories and textiles and children's clothing.

The website also features a party section for confectionery and fancy dress but appears to have ditched its DIY and comprehensive homewares offering.

All goods will be subject to a delivery charge of between £3.95 and £5.95.

Head of the online store Matthew Hardcastle said that product lines were chosen based largely on feedback from the one million customers and Woolworths fans that have already contacted the group. The firm is said to have around 8,000 online followers through social networking sites Twitter and Facebook.

Former Woolworths boss Tony Page is also utilising sites such as Twitter to help in his bid to revive around 200 closed Woolies stores. Visitors to Mr Page's Twitter site www.twitter.com/pageys are asked to submit name ideas for the new Woolworths-style chain.