Woollies kids' clothes go global

WOOLWORTHS is to quadruple the size of its Ladybird childrenswear brand, opening dozens of outlets in the Middle East and Far East.

In an attempt to make Ladybird a global brand, the chain has signed partnership deals with international retail groups that will see the clothes sold in both stand-alone shops and large store concessions.

The deals are the next step in the strategy of Woolworths' chief executive Trevor Bish-Jones, who wants to make the chain famous for 'kids and celebrations'.

'There are very few good children's clothing brands in the market,' said Bish-Jones. 'To put it bluntly, there are a lot of designer brands or cheap schlock, but not much in between.

'People like to buy nice things for children and Ladybird is good quality, safe fashion.'

Ladybird clothes are available through about 130 retailers worldwide, mainly via concessions in Australia, India and Singapore, as well as in Woolworths' 800 UK outlets. Six stores have also opened in Ireland and there are plans for another in Cork.

Woolworths has now signed a deal with Dubai-based retail developer Al-Futtaim and the Oriental Trading Company in Hong Kong, which plans stores in Hong Kong and China.