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The last days of the store chain

 

A new Woolies for Bitterne, Southampton opened on 30 October 2008, less than a month before the firm collapsed into AdministrationWoolworths staff went into 2008 confident and optimistic. With new WorthIt! ranges generating almost £2m a week of extra, profitable sales, work on a new value-led strategy continued at pace. On 30 October, the last new store opened at Bitterne near Southampton on England's South Coast. As the hundredth year began its sales exceeded expectations.

But behind the scenes the retail world and the wider economy were in turmoil, and Board changes were causing disquiet in the City. The quiet-spoken Chairman, Richard North, had decided to replace his long-serving CEO Trevor Bish-Jones after seven years at the helm. He told reporters the change would herald a new strategy and direction for the retailer.

Ostensibly the Company finances were on a strong footing, after a much heralded Asset-Based Lending deal which few really understood.

Despite declining trading results over an extended period, Bish-Jones had enjoyed a cordial relationship with City pundits, who described him as the most likeable CEO in British Retail. They believed in his Kids and Celebrations strategy and the move to embrace Multi-Channel Retail.

 

Profits (before management charges) from the pic'n'mix to DVD wholesale retail group closely resemble a cliff face during the period 2001-2008 (Source: Annual Reports Woolworths Group PLC 2002-2008)Observers only needed to look at the Group's trading performance to see that North was right that radical action was needed - but were unconvinced by the removal of the CEO.

The figures, drawn from Annual Reports from 2002 to 2008, charting segmented profit before management charges, show that profit from the stores, which exceeded £100m in the Kingfisher days had steadily fallen to the first loss in 95 years in 2007. Music and video publishing and distribution now contributed the lion's share of profits - and even those profits declined as the Group digested two new acquisitions - Total Home Entertainment and Bertrams Books.

 

Extended Entertainment displays at the short-lived Kids Store format branch in Midland Road, Bedford (Christmas 2006)In August 2008 Bish-Jones sent a 'Dear John' email to his 27,000 staff. He asked everyone to embrace big changes under Steve Johnson. The new man, he said, had inherited 'two world class businesses' (2|Entertain and Entertainment UK) and 'the conundrum that is Woolworths'.

Under Bish-Jones the offer of music, video, games and books had grown exponentially. This flew in the face of major changes in the market. Over the same period the UK market for singles and CDs fell as consumers switched to downloads from the Internet. This brought intense price competition. In 1998 Woolworths advertised Albums on CD at prices 'from £14.99'. By 2008 to compete some were priced at £7.97, with margins of only a penny or two.

Until Tony Page launched WorthIt! in 2007, customer numbers in the stores had fallen steadily, from 7 million per week in 2001-2 to just 4½ million in 2006-7. Expressed differently, a thousand fewer people shopped in the High Street stores each day than the last. The Kids and Celebrations formula, seemed more popular with the City than with the clientele.

 

Steve Johnson, who was Woolworths Group CEO for 41 days before the firm collapsed into AdministrationBy the time Steve Johnson, a gregarious 44 year-old Yorkshireman, took the helm, a media whispering campaign had grown into a frenzy of speculation. A bid to buy the High Street stores by former Woolworth Trainee turned Iceland supremo Malcolm Walker, had focused attention on their poor profit performance.

Many were surprised that the Group did not accept the £100m offer. The reasons for rejection, it seems, were in the small print. Walker's offer was for the stores unencumbered by debt. Taking account of loans and the pension deficit, effectively this would have meant a £200m+ write-off in the Group's books.

The City speculated that the CEO might repeat a stroke that he had pulled when at the helm of Focus DIY. It was sold to a private equity company for £1. Johnson denied this.

 

Chad Valley action figures from the planned 2009 Woolworths range, which never made it to the shelves of the Stores.  (Chad Valley is now a trademark on Home Retail Group.  It is unclear whether the product illustrated here will be offered in Argos stores in the future)

Johnson was blunt. His inaugural address at Head Office was filmed and distributed to the stores on DVD. For many viewers this was the first time that an Executive had acknowledged that there was a problem, albeit one that was 'fixable'. He had clear priorities. Stores urgently needed to clear redundant stocks, ignoring the impact on 'basis margin points' - a City indicator that had been treated like the Holy Grail under his predecessor.

The Board was finalising a new strategy and business plan for the Group, driving recovery over a three year period. It met daily to complete the task.

Debt was spiralling. The Wholesale Divsion needed an ever-increasing amount of working capital to service new third-party contracts, supplying Zavvi (formerly Virgin Megastores), WHSmith, Morrisons and Sainsbury. Meanwhile the decision by leading credit insurers Atradius. The situation deteriorated after Euler Hermes and Coface stopped protecting Woolworths' suppliers against any non-payment, forcing the retailer to pay more quickly than usual, eating into its reserves. The credit crunch was biting.

 

The intended Woolworths hundredth birthday logo, prepared by the Marketing Team, ahead of planned celebrations for the store chain in November 2009
Throughout the first half of 2008 store trading was buoyant. The gloomy economic scene across the UK, which saw big-name retailers recording double-digit sales decline, was less pronounced in Woolies stores, where sales were only a point or two down on the previous year. A series of sales promotions like 3 for 2 on toys kept customers loyal.

Behind the scenes plans were laid for celebrations and merchandise to mark the firm's hundredth anniversary in the UK in November 2009.

 

Three for the price on two for toys - a highly effective and cash generative promotion in November 2008A 3 for 2 promotion on toys in November 2008 proved particularly popular. The measure was initially intended to generate cash, but generated such an increase in volume that it becamee. But behind the scenes there was a crisis. The firm's bankers did not accept the new business plan or a proposal from the CEO to sell the store chain to a private equity group. It seemed that, despite denials, Johnson had been brokering a deal to sell the stores and their debts for £1 to the restructuring specialists at Hilco. The Group would retain and operate the Wholesale Division. When the news broke more than 5,000 shoppers called in, offering to buy their favourite retailer for a pound! Despite a week's negotiations the banks and their representatives were not prepared to accept the proposed 'rescue' deal, instead forcing Administration.

 

Robert Peston broke the news that Woolworths was going into administration on BBC One's Six O'Clock News on 28 November 2008

Staff heard the news not from the Company but on the BBC Six O'Clock News. Business Editor Robert Peston said Woolworths was a victim of the credit crunch. Although the firm had been struggling for some time, the failure had happened quickly, and would probably be the first of many. He feared for more than 20,000 staff at Woolies and EUK.

Some of the Directors, who were due to attend an emergency meeting with the CEO at 6pm (at which he had hoped to report a reprieve from the Banks), got the sad news in a Peston web-page, which the BBC published at 5,40pm.

The following day staff were reassured that Administration did not mean the end - it would allow a breathing space to find a buyer and get sorted out.

 

East Grinstead, one of two hundred stores that had recently been refurbished, faces the ignominy of Administration

Leading Financial Services Company Deloitte LLP, who had been representing the Asset-Based Lenders' interests prior to the collapse, were chosen as the Administrator, backed by retail experts from Hilco, who had been negotiating to buy the High Street stores.

Intervention from Government Ministers led to assurances that store staff jobs would remain safe until after Christmas, but within a week more than 500 office and field-based managers were dismissed without notice and told to claim statutory redundancy pay from the Insolvency Service.

The same day a huge clearance event, billed as 'our largest sale in 100 years' was launched. Commentators noted that it was a closing down sale in all but name. The public reaction was astounding. It seemed that the whole nation went to Woolworths for one last look, stripping the shelves of own-label products and quickly leaving the stores running on empty.

 

According to the Deloitte trading report "We kept the stores full stocked in the run-up to Christmas in the hope of finding a bidder". The picture shows the flagship store in the Market Place at Kingston-upon-Thames at 3pm on the Saturday before Christmas.

 

Within two weeks of the Administration beginning, and despite talks with a number of parties and considerable speculation about a buy-out by television dragon Theo Paphitis or former Kingfisher supremo Sir Geoffrey Mulcahy, Deloitte concluded that a sale was unlikely and that they should plan for an orderly exit. All products were cut in price. Store Managers were told to liquidate everything, putting fixtures and fittings, staffroom furniture and store supplies up for sale. They were given targets of revenue to generate from such clearance and offered commission on any money raised above the minimum. Some approached the task with zeal, others could not bring themselves to sell off the firm's precious assets at well under their book value. The sale of fixtures largely put paid to any rescue as a going concern. A week before Christmas the Administrator published a closure schedule, with stores closing in four waves from 27 December to 5 January 2009 (later extended by a single day).

 

Fixtures for sale - the end of any realistic chance of rescue as a going concern

 

Just two days after Christmas, the first tranche of 800 stores closed. The final days were chaotic, with local tradespeople removing fixtures and fittings and the stores selling the last handful of products at sixpenny prices. Store colleagues faced the end with great dignity and decorum. Some of the younger staff were bemused by the depth of feeling from customers - the tangible sadness of some and the insensitivity of others. Many staff defiantly wore fancy dress for the final day, performing songs for customers before counting the shutters down for the last time.

 

Store colleagues found the countdown posters in the windows particularly painful - a necessary evil from the Administrators, trying to squeeze every last penny for creditors

 

 

The final wave of stores were given a one day reprieve, finally closing on 6 January 2009 - 10 months short of the much vaunted 100th Birthday at the heart of the High Street. As four o'clock came around and shutters came down for the last time it seemed that the iconic brand had vanished from the British Retail Scene - consigned to the pages of a Museum.

 

Saved - Shop Direct Group announced plans to relaunch the woolworths.co.uk brand on-line just days after the last store closed its doors


About a fortnight after the final wave of colleagues headed for Job Centre Plus, Deloitte stunned observers by announcing that the brand had been saved. They had already sold the Chad Valley toys name to Home Retail Group, the parent company of Argos and Homebase. Now, they had sold both the Ladybird and Woolworths brands. Shop Direct Group had already successfully taken Littlewoods on line, and had established an enviable array of Internet brands. Now they planned to turn their magic to Woolies.

Within days more than half a million people had registered with the new woolworths.co.uk - long before it was ready to re-open. As the iconic brand entered its centenary year it was once again based in Liverpool, with big plans, a dynamic and imaginative management and an ultra-low cost base. Woolworths had come full circle and was ready to embark on the next chapter, revitalised and with high hopes and expectations, heading for a second century every bit as exciting as the first.

It is, and always be, a great brand. The Woolworths Museum wishes Shop Direct Group every success for the future.