End of an era for Superquinn brand

Feargal Quinn and his family take one last photo under the Superquinn sign in Sutton, Co. Dublin
Feargal Quinn and his family take one last photo under the Superquinn sign in Sutton, Co. Dublin

Senator Feargal Quinn says name change is 'good news as SuperValu shares the same values as Superquinn'

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17 February 2014 | 0

Some loyal Superquinn shoppers were upset last week when all 24 Superquinn stores renamed as SuperValu on 13 February. While the Musgrave group had bought Superquinn from Select Retail Holding back in the summer of 2011, it only announced last summer that the Superquinn business was to be incorporated into the SuperValu brand.

SuperValu is currently implementing a €20 million in-store investment programme which will see the former Superquinn network upgraded with a new focus on service, range, quality and value. This is in addition to €10 million invested during 2013.

The expanded SuperValu network will now consist of 223 stores with a turnover of €2.6 billion, employing 14,500 employees and handling 2.6 million transactions a week.  

Commenting on the announcement, Martin Kelleher, SuperValu managing director, said: "Today marks one of the most exciting developments in Irish retailing. Combining SuperValu and Superquinn brings together the best of both brands. Since announcing our plans to rename Superquinn as SuperValu in August, the consumer response has been very positive demonstrating that both brands are better together. Superquinn shoppers have really bought into the quality and value SuperValu offers. We are also keeping all that is great from Superquinn’s heritage. We have made the Superquinn sausage available across the SuperValu network nationwide and we are now selling twice as many as before – 30 tonnes of sausages every week. In addition, the award-winning SuperValu own-brand range is three times the size of what was previously available at Superquinn. The consumer response has been fantastic with own brand sales doubling in only three months."

Commenting on the eve of Superquinn’s name change to SuperValu, the founder of Superquinn, Senator Feargal Quinn said that although it was a sad day in one way it was also exciting. "The name change from Superquinn to SuperValu tomorrow is an exciting day for loyal customers, new customers and for all the 2,500 colleagues that work in the renamed SuperValu stores. While it is sad for me to see the sign come down, the name change is good news as SuperValu shares the same values as Superquinn in terms of excellent customer service, real food leadership and great value."

"I am delighted that the business is now owned by Musgrave, an Irish family business with a long retail history, who know what is best for the company and will ensure its success into the future. It has been very pleasing to see the many positive changes Musgrave has introduced since they took Superquinn over in 2011 and that customers have responded so well to this exciting new offer."



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