Morrisons embarks on rebranding 36 convenience stores across the Channel Islands.
- The acquisition from SandpiperCI marks a significant expansion for Morrisons.
- Plans include rebranding most stores to the Morrisons format, excluding two Le Cocq sites.
- An investment of £7m will enhance store conversions and introduce the More loyalty card.
- Morrisons aims to introduce fresh food, clothing, and homeware to its island stores.
Following the completion of its acquisition of 36 convenience stores from SandpiperCI in the Channel Islands, Morrisons is set to invest over £7 million in rebranding and upgrading these outlets. This strategic move will see the transformation of store identities, with the majority transitioning to the Morrisons format, while two sites will maintain their Le Cocq branding.
The Channel Islands operation includes 19 Morrisons Daily stores, with the remainder being operated under brands such as Iceland, Chequers Express, and Le Cocq. This rebranding effort is a comprehensive upgrade, not only visually but also in the range of products offered to customers.
Morrisons’ commitment to enhancing its presence is further demonstrated through the introduction of the More loyalty card for Channel Island customers. This move signifies an effort to enhance customer engagement and build loyalty within these newly acquired locations.
Morrisons Chief Executive Rami Baitiéh welcomed 520 new colleagues into the company, highlighting the collaboration and enthusiasm for the new venture. He expressed optimism about the potential these changes hold for both employees and consumers.
In addition to the rebranding, Morrisons plans to diversify its product range with a focus on fresh food, aligning with their brand strengths. Further expansion includes the addition of clothing and homeware ranges, showcasing a commitment to a varied shopping experience.
The £7m investment by Morrisons signifies a substantial enhancement of their Channel Islands presence, promising rebranded stores and an improved shopping experience.
