Ladybird Brand Reaps Interest at Woolworths

As Woolworths started a closing down sale on Dec. 11, administrators at Deloitte confirmed that a number of parties are interested in Woolworths' brands, including Ladybird, which are in administration as part of the retail arm of the business. Deloitte said it was seeking buyers for the Woolworths assets, including the brands.

Ladybird covers a number of licensed categories beyond the core children's clothing line, including children's bedding, buggies and jewelry. It has some 40 stores worldwide plus concessions. Chad Valley is Woolworths' toy brand.

Hopes that the Woolworths retail chain will be sold as a growing concern faded as administrators started the closing sale. There may be store closures before the end of December, with some 30,000 jobs at risk in the retail arm and in wholesale business EUK.

The Ladybird book imprint is owned by Penguin.