Morrisons is taking a significant step forward with a £7 million investment in its newly acquired convenience stores across the Channel Islands, marking a strategic expansion for the retail giant.
Morrisons has completed the acquisition of 36 convenience stores in Jersey, Guernsey, and Alderney from SandpiperCI. Following this acquisition, Morrisons plans to rebrand the majority of these locations under its own format, enhancing its presence in the region. The investment will be channelled into the rebranding process and improving store infrastructure, with all but two stores transitioning to the Morrisons brand.
Currently, the portfolio includes 19 Morrisons Daily stores, with others operating under Iceland, Chequers Express, and Le Cocq brands. However, the Le Cocq sites will retain their branding. As part of the revamp, Morrisons will introduce its More loyalty card to customers in these islands, aiming to enhance the shopping experience and customer retention.
Rami Baitiéh, the Chief Executive of Morrisons, expressed his excitement about the acquisition, stating, ‘I am delighted that now the transaction has completed we can welcome 520 new colleagues into the Morrisons family. It’s a great business with great colleagues and we are all looking forward to the exciting next chapter.’ This move not only signifies growth for Morrisons but also opens up new opportunities for its employees.
Joseph Sutton, the Director of Morrisons Convenience, Online and Wholesale, highlighted the potential for a ‘reset’ and improvement in customer offerings under the new ownership. He emphasised Morrisons’ commitment to incorporating fresh food options, along with a diversified range of products including clothing and homeware, to meet customer expectations and enhance the shopping experience.
Meanwhile, Iceland, having concluded its partnership with SandpiperCI, has entered into a new franchise collaboration with independent retailer Alliance. This partnership will see the launch of additional stores in Jersey and Guernsey over the next year, marking a new chapter for Iceland in the Channel Islands market.
Morrisons’ strategic investment in the Channel Islands represents a significant commitment to expanding its reach and enhancing customer experience. This bold move is set to reshape the convenience store landscape in the region, fostering growth and innovation.
