It's gunna be hard for them to start it off, obviously if they're not having stores then products should be cheaper. If they're not they don't stand a chance with the likes of Argos, Amazon, Play, Tesco Direct and on and on. Will be interesting to see what they come up with though.
I think they will do fine, they are keeping the trusted "Ladybird" brand of children's clothing, do you know any well known kids clothing brands that are just online? I think its a trusted brand and one of the real selling points of the old on the high street Woolworths.