Chadderton-based giftware supplier Widdop & Co has launched its first single-brand direct-to-consumer ecommerce website, marking a major shift for the 140-year-old business as it develops new online revenue streams and prepares 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 keepsake gift brand. The launch is the next phase of Widdop & Co.’s move to broaden its model beyond wholesale distribution and build direct relationships with consumers.
Softies, known for its high-quality plush toys and gifts, becomes the first of several Widdop & Co. brands set to transition into consumer-facing ecommerce over the next year. Today, Widdop & Co. oversees 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 shift toward direct-to-consumer ecommerce builds on this established retail distribution network and forms a key part of the company’s long-term digital roadmap.
Built on Shopify, the platform prioritises brand storytelling, rich product imagery and a warm, family-friendly tone tailored to both its core audience, children, and the key purchasing demographic, parents and gift buyers. Pixel Kicks created a customised storefront designed to strengthen Softies’ positioning within a competitive category. The full Softies product range is now available to purchase online.
Paul Bradley, Head of Ecommerce at Widdop & Co., said:“This launch marks a key milestone in our digital roadmap. Softies is the first brand moving into a D2C model, and the feedback so far has been extremely positive. We needed a platform that could reflect the personality and care that goes into our products, and Pixel Kicks delivered exactly that.”
Chris Buckley, Founder of Pixel Kicks, said:“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. We’ve created a site that is easy to use, visually engaging and enjoyable to shop, and one that will help the brand reach new audiences and grow online.”
The Softies launch follows a period of growth for Pixel Kicks and its new parent company PushON Commerce, with recent projects spanning consumer retail, healthcare and industrial sectors.
