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

Morrisons partnership
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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.

The format will make its debut at Warner’s new 6,000 sq ft store in Upton-upon-Severn in Worcestershire and will be branded Warner’s Supermarkets – Together with Morrisons.

Independent retailers under the ‘Together with Morrisons’ fascia have more freedom over store design and ranging than Morrisons Daily franchisees, according to The Grocer.

However, they are expected to abide by maximum price points on Morrisons own-brand products, as well as following the Big Four supermarket’s hygiene and health and safety guidance.

Morrisons will supply around 90% of the stock to the stores.

Morrisons Together will build Morrisons’ wholesale offer, which includes the Morrisons Daily franchise and its supply tie-up with Amazon.

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