In a surprising turn of events, Woolworth Germany, a brand once synonymous with the UK high street, is not only thriving in its home country but is considering a return to British shores.
Former joint Managing Director of ALDI and Woolworth CEO Roman Heini, has hinted at the possibility during an interview with Retail Week.
Woolworth Germany, independent of the now-defunct UK retailer but sharing a common parent company in the US trailblazer FW Woolworth, faced insolvency in 2009. However, under the ownership of the Heinig family’s HH Holding, the brand has undergone a remarkable transformation, focusing on value and overhauling its product proposition.
Roman Heini, who has been leading Woolworth Germany’s charge since late 2020, expressed his desire to revive the iconic brand, believing that similar challenges faced by Germany and the wider European market present an opportunity “to make Woolworth great again.”
The new Woolworth distinguishes itself from its predecessor by focusing on categories such as home goods and essential clothing items like underwear and polo shirts. With over 90% of its merchandise being own brand, Woolworth Germany eoffers a significant portion of its products priced at €3 (£2.57) or below.
Operating in Germany, Poland, and Austria, Woolworth Germany currently boasts around 640 stores. The ambitious expansion plans foresee the potential for approximately 5,000 stores across Europe, including 100 new stores annually in Germany alone.
Heini hinted at the prospect of bringing Woolworth back to the UK high street. While no concrete plans are in place, he mentioned that Britain is on his “bucket list” and highlighted the brand’s recognition without any active stores in the country. Woolworth Germany has secured all trademarks for the brand across Europe, indicating the potential for a strategic move into the UK market in the mid- or long-term future.
Photo- Swindon Woolworths © Brian Robert Marshall
