Somerfield drops Kwik Save in Scotland
Supermarket chain to focus on core brand
Somerfield is shutting or rebranding all its Kwik Save stores in Scotland in order to focus on the expansion of the core Somerfield brand.
The supermarket group will convert 29 out of the 51 Kwik Save stores in Scotland to the Somerfield format by the end of the year. The remaining 22 Kwik Saves will close over the same period. A depot in East Kilbride, operated by Wincanton, will also close.
The stores to be converted have been selected on the basis of location, catchment area and potential. The closure programme will mean 350 job losses.
After the rebranding, the group will operate 83 Somerfield stores in Scotland.
Somerfield said it remains committed to the Kwik Save brand, and continues to invest in store refits in England. The group operates around 600 Kwik Save stores, mainly trading in secondary town centre locations, as as a result of the merger of Somerfield and Kwik Save in 1998.
Executive chairman John von Spreckelsen said: “The board has reached these decisions within the context of a clearly defined strategy. It is unfortunate that these changes will have an impact upon some of our staff and customers. However, we are confident that these decisions will strengthen both fascias of our business and provide us with a solid platform for future growth.”
Somerfield said it remains committed to Scotland, where it acquired the 36-store Aberbness business in March. “Somerfield has traditionally been the stronger brand in Scotland and we now have the opportunity to drive this success through store investment, acquisition and franchising opportunities. We have therefore decided to focus our investment in Scotland on the Somerfield brand and the Aberness business.”
