Nov 22, 2016
Morrisons to revive Safeway brand name
Morrisons bought the Safeway supermarkets for £3bn in 2004 and rebranded or sold the 479 stores. The company is also going to pilot 10 more Morrisons Daily convenience shops in petrol garages. The move comes just a year after the supermarket group sold its struggling 140-strong convenience store chain, M Local. Announcing the new strategy, which it said would be "Capital light", the company said: "The re-introduction of the Safeway brand will enable Morrisons to leverage its sourcing and unique food maker skills to give independent retailers' customers access to great quality products." The new Safeway-branded products will not be sold in Morrisons' own stores.
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