Morrisons trials dual-branded concept store for larger independents

Morrisons has signed up leading independent retailer Guy Warner as it prepares to launch a new joint-branded retail concept.

The ‘Together with Morrisons’ proposition is aimed at retailers operating large convenience stores or small supermarkets over 3,000 sq ft. The concept is set to debut later this month at Warner’s new 6,000 sq ft store in Upton-upon-Severn in Worcestershire. It will be branded Warner’s Supermarkets – Together with Morrisons.

The Grocer understands the new concept will not be as regimented as its franchise model with Morrisons Daily, giving independent retailers greater freedom over how the store looks and the range it stocks.

However the supermarket giant said retailers using the ‘Together with Morrisons’ fascia are expected to protect the Morrisons brand in aspects such as food hygiene, health & safety, legal training and maximum price points on Morrisons own brand products.

Morrisons is set to supply around 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,” said a Morrisons spokeswoman.

Morrisons would not reveal how many other retailers it was intending on working with on the concept, but asked anyone who was interested in the concept to come forward. The Grocer understands a number of leading independents are in talks with Morrisons.

“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,” said Warner. “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.”

The concept is a further development of Morrisons’ wholesale offer, which includes the Morrisons Daily franchise for independents and supply agreements with Amazon and a number of leading forecourt operators.

Last week Morrisons completed a rescue deal for its biggest wholesale customer McColl’s Retail Group after the convenience chain collapsed into administration.