Safeway brand to disappear

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After 43 years as a high street retailer, the Safeway brand is to finally be put to bed at the end of this week (25th November 2005). The result follows the completion of Morrisons’ twenty-month conversion programme.

From a humble Bradford market stall, the family company has grown to employ 150,000 people and welcomes around 10 million shoppers each week. Morrisons, which bought Safeway for £3bn in March 2004, will on Thursday open the doors at the last four stores to have their livery changed.

Of the 479 Safeway shops, Morrisons has now converted more than 200, with most of the remainder sold off to rivals. The few Safeway stores not being sold or converted will close on Saturday.

The Morrisons group has had a difficult time in recent months, with the task of combining the two businesses leading to several profit warnings. Only a few delivery lorries will continue to bear the Safeway logo for a while longer. 

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