Woolworths, which famously went bust last year, has been brought back to life as an e-commerce site by new parent company Shop Direct Group.
As well as selling toys, CDs, DVDs and partyware the iconic retailer is also offering new features that include click 'n mix, an updated version of Woolworth's pic n' mix sweet selection.
The retailer has also created a new 'Very Important Family' club to create loyalty among its customers. Rewards include free movies and discounts on Woolworths goods.
Shop Direct Group, which includes LIttlewoods among its brands, reportedly paid between £5 million and £10m for the Woolworths name and the rights to relaunch the store online.
The company said that, following the launch of Woolworths, online sales will make up 70 per cent of the group's total sales by 2011.
Shop Direct Group chief executive Mark Newton-Jones said: "Families wanted us to bring back Woolies as soon as possible, so that's what we've done. From acquiring the brand to launching it has only been 20 weeks: something you could never achieve with a high street business but can do online."
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