Musgrave announces own brand expansion and 150 new Centra jobs
Centra plans to add 20 new stores to its network in 2012
Musgrave has announced a major new drive to increase its own brand sales to €1 billion by 2014, while Centra plans to add a total 300 jobs to its network
The Musgrave Group has announced the launch of a group wide own brand strategy across Ireland, Northern Ireland and Britain, which aims to increase own brand sales from €700 million at present to €1 billion by 2014.
Alongside its ROI presence, the SuperValu own brand range will also be available in over 2,000 stores across Budgens and Londis in Britain and in SuperValu stores in Northern Ireland. The export opportunity to Musgrave’s network in the UK for the new range could potentially lead to 161 jobs being created by 33 Irish food suppliers.
Meanwhile Musgrave’s convenience brand, Centra, has announced it will add approximately 300 jobs, as 20 new stores are added to its network in 2012. Of this total, 150 will be new jobs created by the opening of a number of new greenfield sites, with the balance of jobs created by store extensions and other independent stores joining the Centra network. This will represent an investment of €10 million in new store openings, as well as the extension and refurbishment of existing stores.
Speaking at Centra’s recent National Retailer Conference in Killarney, Martin Kelleher, Centra MD, said that the business recorded €1.4 billion in sales in 2011 and had maintained its position as Ireland’s number one convenience brand.
Kelleher emphasized the importance of Centra’s strong value perception, stating that its “retail partners have been quick to adapt to the budget conscious consumer.”
At the conference an economic report by David McWilliams’ Economics Clinic on Centra’s contribution to the Irish economy in 2011 was also unveiled.
McWilliams said Centra’s local, family owned enterprises made a “really significant” contribution to Ireland Inc. “For example, the annual payroll for Centra in 2011 was almost €153 million. Centra’s employment of younger and older people is also above the national average, with 40% of staff under 25 years old and 9% over 50,” he said.
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