British giftware supplier Widdop & Co. has launched its first single-brand direct-to-consumer e-commerce website.

The move marks a major shift for the 140-year-old business, with the organisation developing new online revenue streams and preparing for additional brand rollouts in 2026.

Manchester-based digital agency Pixel Kicks, now operating under PushON Commerce, delivered the new Shopify platform for Softies, the company’s plush toy and gift brand.

Softies is the first of several Widdop & Co. brands set to transition into consumer-facing e-commerce over the next 12 months.

The move forms part of the next phase of Widdop & Co.’s move to broaden its model beyond wholesale distribution to build direct consumer relationships.

The company has more than 30 brands and a catalogue of over 13,000 products, supplying more than 3,500 independent retailers across the UK and Ireland.

The full Softies product range is now available to purchase online.

“This launch marks a key milestone in our digital roadmap," said Paul Bradley, head of e-commerce at Widdop & Co. "Softies is the first brand moving into a D2C model, and the feedback so far has been extremely positive."

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