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Woolies to launch Worthit! kidswear tomorrow

Woolworths is to go head to head with Primark when its launches its first kidswear range under its entry level Worthit! brand tomorrow.

Worthit! kidswear comprises 30 pieces and sits below Woolworths' Ladybird kidswear range. Prices start at 70p for a T-shirt.

Woolworths chief executive Trevor Bish-Jones told Drapers: "It's the cheapest kidswear brand on the market. I'm certain it's going to be a success."

The range, which targets kids aged one to 10, will be supported by a TV advertising campaign, which kicks off on April 10.

Woolworths will also launch a men's and women's accessories line includes scarves, gloves, socks, hats and flip-flops, ranging from £1 to £4.

Bish-Jones added that Ladybird had performed well last year, when the company's retail arm returned to profitability.

To read a breakdown of Woolworths' results click here.

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