Widdop launches first Softies direct-to-consumer site

Widdop & Co has launched its first single-brand direct-to-consumer eCommerce website, starting with its Softies plush toy and keepsake gift brand.

The Chadderton-based giftware supplier has operated for 140 years and has been known for wholesale distribution. The move adds a consumer sales channel alongside its existing retail network.

Widdop & Co said it plans further brand-specific eCommerce sites as part of a wider rollout that continues into 2026. The Softies site marks the first stage in what the company described as a phased transition towards consumer-facing eCommerce across selected brands.

Wholesale background

Widdop & Co manages a portfolio of more than 30 brands and a catalogue of more than 13,000 products. The company supplies more than 3,500 independent retailers across the UK and Ireland.

The company positioned the direct-to-consumer move as an addition to its established wholesale model. It said it intends to maintain its retailer relationships while also building direct relationships with consumers.

Softies first

Softies is Widdop & Co's plush toy and keepsake gift brand. The company selected Softies as the first brand for a standalone eCommerce presence, citing its brand identity and broad appeal.

Widdop & Co said the new website gives customers access to the full Softies product range online for the first time. The company said the site targets both mobile and desktop shoppers.

The Softies site runs on Shopify. Widdop & Co highlighted product imagery, navigation and brand storytelling as areas of focus for the build.

Agency build

Pixel Kicks, a Manchester-based digital agency, delivered the website. Pixel Kicks now operates under the PushON Commerce brand.

The agency worked with Widdop & Co's internal eCommerce team on design and build work. The companies described the storefront as bespoke and built with scalability in mind for future brand launches.

Paul Bradley, Head of Ecommerce, Widdop & Co, said: "This launch marks a key milestone in our digital roadmap. Softies is the first of our brands to move into a direct-to-consumer model, and the feedback so far has been extremely positive. We needed a platform that could truly reflect the personality, warmth and care that goes into our products, while also delivering a smooth and reliable shopping experience. Pixel Kicks delivered exactly that."

Widdop & Co said the Softies website uses a family-friendly tone. The company said the content aims at parents, gift buyers and relatives, alongside children who use many of the products.

Pixel Kicks said it has delivered eCommerce projects across consumer retail, healthcare and industrial sectors. The agency linked the Softies site to a broader period of activity for Pixel Kicks and PushON Commerce.

"Widdop & Co. is a well-established business with an exciting period of digital growth ahead, and we're proud to support the first phase of this transformation. Our focus was on creating a site that is easy to use, visually engaging and enjoyable to shop, while ensuring it provides a strong foundation for future expansion. The Softies site is designed to help the brand reach new audiences and grow online with confidence," said Chris Buckley, Founder, Pixel Kicks.

Widdop & Co said it expects the next stage of brand launches to continue into 2026.