The Woolsworth brand has begun trading again - only this time it's online only.
Shop Direct chief executive, Mark Newton-Jones officially unveiled www.woolworths.co.uk at a special press conference. The former High Street giant went into administration six months ago, before the name was snapped up by Shop Direct for reportedly between £5 and £10 million.
The online store will see a mix of toys, pick 'n' mix, Ladybird kids' clothing and entertainment.
The Telegraph reported that Newton-Jones had promised the business will make a profit in its first year, including the cost of buying the brand.
Analysts are also cautiously optimistic about its success. Verdict's Neil Saunders said: "Online retail is definitely outperforming the High Street, but the magnitude of that outperformance is getting less."