Woolworths is set to benefit from the selling of non-core business at Coats Viyella as it pays out an estimated £10m to take control of the children's apparel brand Ladybird, according to reports in the Guardian. For more than 70 years Woolworths has been clothing children from its high street stores, and now, with the Coats Viyella board breaking up the company in an attempt to please majority shareholder Guinness Peat Group, it will be able to build on its already strong brand image.