An interesting update from Morrisons as they post a loss.
Saying that they're going to sell off Kiddicare because they're underperforming is probably a good idea for Kiddicare, but it seems a bit rich. Kiddicare was doing perfectly well until Morrisons bought them.
If you want to get an idea about the leading-edge awareness of Morrison's, consider that they think that the discounters are a new idea. That's all you need to know.
So having bought Kiddicare to get into e-commerce, then given up on them when they didn't instantly produce results, then brought in Ocado, they're now selling off Kiddicare having failed to use them properly.
Meanwhile, having filled their stores with poncy veg, they're gonna take on Aldi.
So I'd like to propose a new simile.
"Staggering around like a Yorkshire-based Retailer".