Morrisons launches ‘Together with Morrisons’ dual-branding for independent convenience stores

Morrisons has signed up independent retailer Warner’s as its first convenience store partner as it prepares to launch a new joint-branded retail concept; ‘Together with Morrisons’.

Designed for independent convenience retailers of 3,000 square feet and over, the new concept will not be as restrictive as the Morrisons Daily franchise model, as it will give independent retailers greater freedom over how the stores look and the range they stock.

However, the Big 4 grocer said retailers using the ‘Together with Morrisons’ fascia will be expected to protect the Morrisons brand in aspects such as food hygiene, health and safety, legal training and maximum price points on Morrisons’ own-brand products.

The news comes after Morrisons saved convenience chain McColl’s in a last-minute triumph over EG Group, saving 16,000 jobs and stopping 1,100 stores across Britain from closing.

Many of the independently-owned McColl’s stores are expected to take on the Morrisons Daily fascia, developing the retailer’s position in the convenience sector. The Together with Morrisons concept will serve to bolster this move, strengthening the supermarket’s current wholesale offer even further.

READ MORE: McColl’s and Morrisons: What went wrong and what happens next?

According to The Grocer, the concept will make its debut later this month at Warner’s new 6,000 square feet store in Upton-upon-Severn in Worcestershire. It will be branded Warner’s Supermarkets – Together with Morrisons.

Morrisons is expected to supply about 90% of the stock to the stores, with the partner retailer sourcing the remainder through local suppliers.

“Partners working ‘Together with Morrisons’ are focused on championing local produce and local suppliers and Morrisons will enable them to offer a wider breadth of range to their customers,” a Morrisons spokeswoman said.

Warner added: “The partnership gives us all the freedom to be an independent retailer, whilst also being able to access a fantastic and broad range of fresh and ambient products.”

“That’s the headline, because it allows us to stock a range that you need to credibly trade a store of 6,000 sq ft.”

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