Somerfield is to convert 126 of its Kwik Save stores to the Somerfield fascia, extending the number of branded Somerfield stores to more than 900 across the UK.
The rebadging exercise will begin on May 1, after which time, stores will be converted at a rate of five a week. Having recently undertaken a similar exercise with 114 Safeway stores, which Somerfield purchased as part of the Morrisons takeover, the Bristol-based group has increased its capacity and therefore purchasing power in the fresh produce arena by more than 30 per cent, according to head of fresh produce Dominic Edwards.
The procurement function for fresh produce within Kwik Save has always remained separate from Somerfield, but Edwards and his team now have significantly more shelf space to fill. Shortlisted for the Foods from Spain Re:fresh Retailer of the Year, the group has placed a strong emphasis on its entire fresh offer in recent times, with fruit and vegetables at the forefront. Edwards told the Journal: “It is no secret that it’s tough out there at the moment and the additional volume we will now be looking to source is great news for both us and our suppliers, with whom we work extremely closely.”
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