The Barclay Brothers-owned Shop Direct Group, which bought the rights to use the Woolworths name, has fired a warning shot to rival Alworths, just days before the start-up opens its first high street shop taking inspiration from the failed variety retailer.

Sir David and Sir Frederick Barclay’s Shop Direct, which already owns famous British mail-order names such as Littlewoods, bought the UK’s Woolworths brand in February after the failure of the store chain, and has resurrected it online.