The Partnership’s experiment with specific Ladybird shops was fairly short-lived. Despite initial success at the Oxford Street branch, the Partnership decided that the demand for schoolwear was far too seasonal.
By the 1970s Ladybird departments had found their way into the provincial branches of Daniel Neal, the children’s wear shop acquired by the Partnership in 1963. Both Cheltenham and Bournemouth had their own Ladybird department.
With the closure and sale of Daniel Neal, completed in October 1977, the Ladybird connection with the Partnership ended. In 1984 Ladybird accepted a deal with Woolworths for exclusive rights to its brand.
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