Wm Morrison Supermarkets Limited, trading as Morrisons, is the fifth largest supermarket chain in the United Kingdom. As of 2021, the company had 497 supermarkets across England, Wales and Scotland,[7] and one in Gibraltar.[8][9] The company is headquartered in Bradford, England.[10]
Founded in 1899 by William Morrison, it began as an egg and butter stall in Rawson Market, Bradford. Until 2004, its store locations were focused in the North of England but with the takeover of Safeway in that year, the company's presence increased significantly in the South of England, Wales and Scotland. As of February 2021, Morrisons employed 110,000 employees and served around 11 million customers each week.[11]
The company was listed on the London Stock Exchange until it was acquired by private equity firm Clayton, Dubilier & Rice (CD&R) in October 2021. Many changes were made after the takeover, and the company is struggling financially.
Morrisons is the fifth largest supermarket in the United Kingdom by market share (8.6%),[12] overtaken for fourth place by Aldi in September 2022.[13]
History
Founding
The company was founded as Wm Morrison Limited in June 1899 by William Morrison, who started the business as an egg and butter merchant in Rawson Market, Bradford, England.[14]
His son Ken Morrison took over the company in 1952, aged 21. In 1958, Morrisons opened a small shop in the city centre.[14] It was the first self-service store in Bradford, the first store to have prices on its products, and it had three checkouts. The company opened its first supermarket, "Victoria", in the Girlington district of Bradford in 1961.[14]
In 1967, Morrisons became a public limited company listed on the London Stock Exchange.[14]
Animal welfare
In 2016, Morrisons pledged to stop sourcing eggs from caged hens by 2025. It met this target five years early, becoming the first major UK retailer to sell only free-range eggs in 2020.[85] In 2024, Morrisons joined a letter by Compassion in World Farming urging the UK government to ban cages for egg-laying hens.[86]
On 16 August 2021, a worker led a protest against the company for raising deformed birds at four of its intensive farms. The Independent reported that campaigners from Open Cages, Animal Equality UK and The Humane League UK urged Morrisons to sign the Better Chicken Commitment (BCC), banning the use of fast-growing breeds susceptible to lameness and heart attacks, and giving birds natural light and more space. The company responded that they cared about animal welfare, required suppliers to maintain standards, and had asked for a full investigation.[87]
In May 2025, footage of pig abuse was taken at a Lincolnshire pig farm that supplies Morrisons, following which the supermarket suspended supplies.[88]
Financial performance
Current operations
In July 2020, Morrisons had 497 superstores[91] in the United Kingdom, including those it retained following its purchase of Safeway plc. Until 2004, Morrisons superstores were largely concentrated in the English Midlands and the North of England, but had expanded southwards, beginning with a store at Erith, Greater London, which opened in 1998.[92]
In April 2021, Morrisons said that it would replace plastic bags with paper bags to cut plastic use.[93]
Store formats
Most Morrisons superstores have produce in Market Street. Packaged meat is near or next to a butcher's counter, a delicatessen with cheese fridge is nearby, and there is a rotisserie counter named Oven Fresh.[94]
Former operations
Kiddicare
In 2011, Morrisons bought children's retailer Kiddicare for £70 million to give it the knowledge to sell clothing and homewares online.[121] In 2012 10 former Best Buy stores from the Carphone Warehouse were acquired to expand Kiddicare into retail stores.[122] Kiddicare was sold to the Endless private equity firm for £2 million in July 2014, and sold on to Worldstores two months later for an undisclosed sum.[123]
FreshDirect
Morrisons purchased a 10% stake in New York-based online grocer FreshDirect for £31 million in 2011. After having sent a team to New York to learn from the business ahead of the predicted launch in 2013, Morrisons began a home delivery initiative in January 2014.
Marketing and branding
Logos and slogans
On 15 March 2007, Morrisons unveiled what they proclaimed as a "more modern brand image", which was rolled out to all stores, vehicles and distribution sites. This kept the main 'Morrisons' signage and colour scheme, while replacing the familiar 'M' logo. The low price in-house brand, Bettabuy, was also changed to a 'more modern' brand called Morrisons Value,[131] which was again rebranded to M Savers in January 2012.[132] The change saw the replacement of the old yellow and black logo, with the 'More Reasons To Shop at Morrisons' strap line replaced with 'Fresh Choice For You'. In 2010 this was replaced by 'Eat Fresh. Pay Less'. This was later changed again in 2013 to 'More Of What Matters'. It also involved the replacement of external signage, with the previous Morrisons signs being retained alongside the new logo, as well as changes to product packaging, point of sale, advertising, staff uniforms (replacing the old blue ties and bows with green ones) and distribution vehicles. The rationale behind the decision was the need for Morrisons to attract a wider national customer base, capitalising on its expanded geographical spread following the acquisition of Safeway.[133]
Distribution
In 2005, Morrisons purchased part of the collapsed Rathbones Bakeries, which supplied Morrisons bread, for £15.5 million.[142]
In 2007, Morrisons opened a new Distribution Centre in Swindon[143] and announced that it had bought a new site on Junction 23 of the M5 in Bridgwater in Somerset, for redevelopment as a fresh produce packing facility.[22]
In 2011, Morrisons opened a new 767,500 sq/foot distribution centre in Bridgwater as part of the £11 million redevelopment project. This project also created 1,200 new jobs.[144][145] Following the opening of the new distribution centre the Swindon depot was no longer required, and it was closed in December 2011.
See also
External links
References
- Incorporation Companies House, 1940-01-22, retrieved 2025-02-09^
- Company name changed\certificate issued on 27/10/67 Companies House, 27 October 1967, retrieved 9 February 2025^
- Certificate of change of name and re-registration from Private to Public Limited Company