SuperValu (Ireland)

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For other uses, see SuperValu.
SuperValu
Type Franchise
Industry Retail, Supermarket
Headquarters Tramore Road, Cork, Ireland
Number of locations 224. Including Superquinn Stores
Area served Ireland
Products Fresh food, Groceries, Off licence, Real Rewards
Owners Musgrave Group
Website SuperValu

SuperValu is a supermarket chain in Ireland and Spain, owned by the Musgraves wholesaler firm. Its headquarters is located in Cork and has stores across the island of Ireland.

Company[edit]

Similar in organisation to SPAR and Londis, in that the individual stores are owned on a franchise basis, with the store owners using a standardised store format and selling the same SuperValu products. However it differs from these chains in that SuperValu outlets tend to be significantly larger than the convenience store formats used by Spar and Londis, and the larger SuperValu stores are on a par with full service supermarkets. their competitors Tesco Ireland, Dunnes Stores and Eurospar.

Superquinn takeover[edit]

Superquinn was bought by the Musgrave Group, parent of SuperValu in 2011. In August 2013 it was announced that all Superquinn stores would be rebranded to SuperValu with all the existing stores eventually changed to SuperValu by February 2014.[1]

Many Irish towns have a SuperValu store, and for many parts of the Republic, it is the only retailer in the community.

Products[edit]

SuperValu has three own brands:

  • SuperValu Range
  • Daily Basics; a discount brand
  • SuperValu Supreme; a high-end brand.

Marketing[edit]

A SuperValu branch in Derry, Northern Ireland with previous branding on fascia.

SuperValu focus heavily on trying to prove that their products aren't more expensive than rivals Tesco and Dunnes Stores, with the "SuperValu Price Promise".

History[edit]

The company was founded in 1979 out of the larger outlets in Musgrave's VG chain (originally formed in 1960). The smaller VG stores became Centra. From a base of sixteen stores (mainly in Munster), SuperValu had 182 stores in the Republic of Ireland and 36 stores in Northern Ireland as of 2004. Along the way, Musgrave has pursued a policy of buying stores itself and then re-leasing them to franchisees, acquiring some of the insolvent H Williams stores in 1987, L&N in 1995, and Wellworths (in Northern Ireland) in 1996.

Wellworths-SuperValu was a trading name used briefly by Musgrave following its acquisition of small-to-medium Wellworths outlets in 1996. This was to distinguish from larger Wellworths stores which were acquired by Safeway Stores (Ireland), a joint venture between Fitzwilton and Safeway (UK). In due course, the Wellworths name was entirely dropped.

SuperValu also operated supermarkets in larger Roches Stores locations under the name "SuperValu at Roches Stores" for a few years.

See also[edit]

References[edit]

  1. ^ "RTÉ News". RTÉ News. 13 Feb 2014. Retrieved 13 February 2014. 

External links[edit]