Woolworths’ brand strength will be a boon to the online retailer, according to retail recruiters.

Following Shop Direct’s purchase of the brand and announcement that it plans to relaunch Woolworths online in the summer, Louise Wright, director at Oyster Retail Recruitment, told Recruiter: “With Woolworths going online, it will protect their brand and allow them to operate within a certain remit.

“Going back years, Woolworths was a fantastic business because they were about their brand and their name. I think they want to protect their brand integrity and keep the name out there in the market.”

Russell Crowe, managing director at Retail Kudos, adds: “The Woolworths brand is a national heritage. Whatever they have paid for it, they have got a bargain if they get the right people behind it.

“They don’t have the overheads. If they get the product mix then they should do well. I don’t think it will stay online - I think it will make a return to the highstreet.”