Woolworths is to rebrand its Ladybird Value kids-wear range as Worth It, to match the value brand that launched across the retailer's other product categories in May.
Chief executive Trevor Bish-Jones said Ladybird was one of Woolworths' best-performing clothing ranges and said the value range, accounting for 10% of its total clothing offer, would be rebranded next year. Kidswear is the only clothing sector in which Woolworths has a presence.
Ladybird head of international trading Simon Brown said the UK's first Ladybird standalone would open by December. The 2,000sq ft shop is likely to be in a secondary city such as Bath or Oxford, where Woolworths is under-represented.
The retailer recorded almost double-digit growth in clothing sales for the eight weeks to July 28. Total like-for-likes rose 3.7%.