Why Morrisons is right to bring back the Safeway brand
Marketing Week | August 01, 2017
Morrisons is relaunching the supermarket brand Safeway as part of a deal with convenience retailer McColl’s in a move that positions it even further into wholesale. Under the deal, Morrisons will supply the high-street chain’s 1,300 shops and 350 newsagents with Safeway branded own-label food and drink products. McColl’s will have one year of exclusivity for the brand with Morrisons then potentially looking to distribute Safeway branded products to other convenience retailers.