SuperValu (Ireland)
Encyclopedia
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 entirety of Ireland
.
and Londis
chains of stores, in that the individual stores are owned on a franchise
basis, with the store owners using standardised store layouts and brandings, and selling the same own brand products. However it differs from these chains in that SuperValu outlets tend to be significantly larger than the convenience store
formats used by the other symbol group
s, and the larger stores are on a par with the other full service supermarkets. In this regard, SuperValu regards its major competition as being Tesco Ireland
, Dunnes Stores
, Eurospar and Superquinn
(Superquinn was bought by Musgrave Group
which is the parent company of SuperValu, Speculation has begun on what will happen to the Superquinn brand) , rather than the other symbol groups. Owing to the success of SuperValu, Londis have branched out into supermarkets with their Londis Plus brand and SPAR
have introduced their multinational brand EUROSPAR. Many Irish towns have a SuperValu store, and for many parts of the Republic, it is the only retail chain in the community.
and Dunnes Stores
, with the "SuperValu Price Promise".
. 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.
Supermarket
A supermarket, a form of grocery store, is a self-service store offering a wide variety of food and household merchandise, organized into departments...
chain in Ireland
Ireland
Ireland is an island to the northwest of continental Europe. It is the third-largest island in Europe and the twentieth-largest island on Earth...
and Spain
Spain
Spain , officially the Kingdom of Spain languages]] under the European Charter for Regional or Minority Languages. In each of these, Spain's official name is as follows:;;;;;;), is a country and member state of the European Union located in southwestern Europe on the Iberian Peninsula...
, owned by the Musgraves
Musgrave Group
The Musgrave Group is a major Irish food wholesaler, founded in Cork by the Musgrave brothers, Thomas and Stuart in 1876. Musgrave Group has become Ireland's largest grocery distributor. Today, the Group has operations in Ireland, United Kingdom and Spain. Musgrave is the largest private company in...
wholesaler firm. Its headquarters is located in Cork
Cork (city)
Cork is the second largest city in the Republic of Ireland and the island of Ireland's third most populous city. It is the principal city and administrative centre of County Cork and the largest city in the province of Munster. Cork has a population of 119,418, while the addition of the suburban...
and has stores across the entirety of Ireland
Ireland
Ireland is an island to the northwest of continental Europe. It is the third-largest island in Europe and the twentieth-largest island on Earth...
.
Company structure
It is very similar in organisation to the SPARSPAR
Spar , trades from approximately 12400 stores in 34 countries worldwide and is the world's largest independent voluntary retail trading chain. Spar was founded in the Netherlands in 1932 by retailer Adriaan Van Well and now, through its affiliate organisations, operates through most European...
and Londis
Londis
Londis is the name for two convenience store franchises operating in the UK and the Republic of Ireland. The stores form a symbol group and are all owned on a franchise basis.-Great Britain:...
chains of stores, in that the individual stores are owned on a franchise
Franchising
Franchising is the practice of using another firm's successful business model. The word 'franchise' is of anglo-French derivation - from franc- meaning free, and is used both as a noun and as a verb....
basis, with the store owners using standardised store layouts and brandings, and selling the same own brand products. However it differs from these chains in that SuperValu outlets tend to be significantly larger than the convenience store
Convenience store
A convenience store, corner store, corner shop, commonly called a bodega in Spanish-speaking areas of the United States, is a small store or shop in a built up area that stocks a range of everyday items such as groceries, toiletries, alcoholic and soft drinks, and may also offer money order and...
formats used by the other symbol group
Symbol group
Symbol group is a mainly British term for a form of franchise in the retail sector. They do not own or operate stores, but act as suppliers to independent grocers and small supermarkets and produce stores which then trade under a common banner...
s, and the larger stores are on a par with the other full service supermarkets. In this regard, SuperValu regards its major competition as being Tesco Ireland
Tesco Ireland
Tesco Ireland is the Irish arm of supermarket group Tesco. It was formed in Tesco plc's 1997 takeover of the Irish retailing operations of Associated British Foods, namely Powers' Supermarkets Limited and its subsidiaries, trading as Quinnsworth and Crazy Prices.Tesco operates supermarkets under...
, Dunnes Stores
Dunnes Stores
Dunnes Stores, also known as Dunnes, is a supermarket and clothing retail chain, that is based in Dublin, Ireland.The chain primarily sells food, clothes and household wares. In addition to its main customer base in Ireland, the chain has operations in Great Britain and Spain...
, Eurospar and Superquinn
Superquinn
Superquinn is an Irish supermarket chain. Until 2005, the company was entirely privately held by the Quinn family. It is now a subsidiary of Select Retail Holdings Limited....
(Superquinn was bought by Musgrave Group
Musgrave Group
The Musgrave Group is a major Irish food wholesaler, founded in Cork by the Musgrave brothers, Thomas and Stuart in 1876. Musgrave Group has become Ireland's largest grocery distributor. Today, the Group has operations in Ireland, United Kingdom and Spain. Musgrave is the largest private company in...
which is the parent company of SuperValu, Speculation has begun on what will happen to the Superquinn brand) , rather than the other symbol groups. Owing to the success of SuperValu, Londis have branched out into supermarkets with their Londis Plus brand and SPAR
SPAR
Spar , trades from approximately 12400 stores in 34 countries worldwide and is the world's largest independent voluntary retail trading chain. Spar was founded in the Netherlands in 1932 by retailer Adriaan Van Well and now, through its affiliate organisations, operates through most European...
have introduced their multinational brand EUROSPAR. Many Irish towns have a SuperValu store, and for many parts of the Republic, it is the only retail chain in the community.
Products
SuperValu have three own brands: SuperValu brand, SuperValu Nice Price, a discount brand and SuperValu Supreme, a more high-end brand. These are the equivalent of Tesco Value and Tesco Finest.Marketing
SuperValu focus heavily on trying to prove that their products aren't more expensive than rivals TescoTesco Ireland
Tesco Ireland is the Irish arm of supermarket group Tesco. It was formed in Tesco plc's 1997 takeover of the Irish retailing operations of Associated British Foods, namely Powers' Supermarkets Limited and its subsidiaries, trading as Quinnsworth and Crazy Prices.Tesco operates supermarkets under...
and Dunnes Stores
Dunnes Stores
Dunnes Stores, also known as Dunnes, is a supermarket and clothing retail chain, that is based in Dublin, Ireland.The chain primarily sells food, clothes and household wares. In addition to its main customer base in Ireland, the chain has operations in Great Britain and Spain...
, with the "SuperValu Price Promise".
History
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 CentraCentra
Centra is a convenience store chain in Ireland.The chain is run by Musgrave, the Irish food wholesaler, however the stores are all owned by individual franchisees. The chain has three different formats available to franchisees — smaller Quick Stop outlets, mid-sized Foodmarkets, and larger...
. From a base of sixteen stores (mainly in Munster), SuperValu had 182 stores in the Republic of Ireland
Republic of Ireland
Ireland , described as the Republic of Ireland , is a sovereign state in Europe occupying approximately five-sixths of the island of the same name. Its capital is Dublin. Ireland, which had a population of 4.58 million in 2011, is a constitutional republic governed as a parliamentary democracy,...
and 36 stores in Northern Ireland
Northern Ireland
Northern Ireland is one of the four countries of the United Kingdom. Situated in the north-east of the island of Ireland, it shares a border with the Republic of Ireland to the south and west...
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
H Williams (supermarket)
H Williams was a supermarket chain in the Republic of Ireland. H Williams collapsed in 1987, following a price war that led to the 1987 amendment to the Groceries Order in an effort to protect the market from further concentration....
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
Wellworths
Wellworths was a supermarket chain, owned by the Fitzwilton trading in Northern Ireland until 1997. Along with Stewarts/Crazy Prices it was one of the two main supermarkets in Northern Ireland until English-based retailers moved into the marketplace....
outlets in 1996. This was to distinguish from larger Wellworths stores which were acquired by Safeway Stores (Ireland), a joint venture between Fitzwilton
Fitzwilton
Fitzwilton is a privately held investment company, today owned by Sir Anthony O'Reilly and Peter Goulandris through Stoneworth Investment Ltd. It has been involved with many businesses in Ireland, and has been loss-making for much of its history....
and Safeway (UK)
Safeway (UK)
Safeway was a chain of supermarkets and convenience stores in the United Kingdom. It started as a subsidiary of the American Safeway Inc., before being sold off in 1987....
. 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.