Woolworths will relaunch its Ladybird brand in an aggressive pitch for more of the£2.4 billion childrenswear market.
The initiative comes on the back of Marks & Spencer's loss of the childrenswear crown - down a whole percentage point share in the past year.
Woolworths joins groups such as Asda and Next in capitalising on M&S's childrenswearwear difficulties.
Woolworths' share of the childrenswear market has changed little over the past year, but the relaunch of Ladybird - including a new logo, improved point-of-sale and merchandising and new design - is aimed at reinvigorating the offer.
Woolworths head of clothing Kara Groves said: 'Our strategy is to grow and retain our market share going forward. We recognise the brand's potential, and investment is needed to keep it refreshed and cool for children.'
The company's market share of children's clothing and accessories stood at 4.6 per cent for the 52 weeks to April 6, up from 4.5 per cent a year earlier, according to Fashion Trak.
M&S slipped from 7.1 per cent to 6.1 per cent over the period, while Next rose from 6.2 per cent to 6.3 per cent. George has been the big winner in the market, leaping from third to first place with share up from 5.5 per cent to 6.4 per cent.
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