LONDON, ENGLAND - Collapsed British retail chain Woolworths re-launched as an online store on Thursday after the century-old brand name was sold earlier this year to rival firm Shop Direct Group.

Woolworths, which was hit hard by the recession and weak consumer spending, collapsed in January with the closure of its 800 stores dotted across Britain and the loss of 27,000 jobs.

The shops of Woolies - as it is affectionately known - used to be stuffed with mothers looking for cheap clothes, sweets and toys for their children and teenagers buying the latest hit music.

The new online store was selling much the same things on Thursday.

Retail experts said the brand history may help Woolworths.co.uk stand out in a crowded retail marketplace and help it to succeed where the high street chain failed.

"Without the high street costs and rent, the brand name should have some legs," said Nick Bubb, a retail analyst at Pali International.

But he added it was a tough market to launch into: "It could do reasonably well, but I don't think it will make anybody's fortune."

Mark Newton-Jones, Shop Direct chief executive, said: "We've been talking to families across the country and have responded with a site that delivers the best of what they loved about Woolies.

"Families wanted us to bring back Woolies as soon as possible, so that"s what we've done."