Morrisons is partnering with independent retailer Filco to convert nine of its stores in South Wales to the ‘Together with Morrisons’ brand.
The first 5,500sq ft store opened on Thursday 29th February in Taibach, Port Talbot with the remainder expected to be converted by the summer.
The ‘Together with Morrisons’ proposition is designed for independent store owners with established local brands and larger stores. The first ‘Together with Morrisons’ store opened in May 2022, in Upton in the Cotswolds in partnership with Warner’s and since then Jempson’s and Fresh & Proper have also partnered with Morrisons.
Partners in the ‘Together with Morrisons’ fascia are focussed on championing local produce and their relationships with local suppliers to source those items directly. Morrisons then enables the retailer to offer a greater breadth of products to their customers through a mix of its own brand range and branded products.
Paul Dobson, Sales Director - Franchise & Wholesale Supply at Morrisons, said: "Filco stores are well known for their fantastic butcher and deli counters just like Morrisons and they are also proud to support local Welsh farmers and suppliers like we are too. This partnership will support those elements that make Filco stores so special while also offering customers a mix of Morrisons own brand products and branded favourites. We have worked closely with Matthew and the team to utilise everyone’s expertise and create a store with a new look and feel as well as an improved offer for customers."
Matthew Hunt, Director of Filco, said: “I’m excited to be partnering with Morrisons and opening the first of nine ‘Together with Morrisons’ stores in South Wales. This new partnership will enable us to continue championing local farmers and independent suppliers while also strengthening the offer for our customers. The Morrisons brand is well known and trusted which will help us broaden our appeal in the local community and we look forward to welcoming in new customers.”
In addition to the ‘Together with Morrisons’ model, the number of independent retailers opening up ‘Morrisons Daily’ stores continues to grow thanks to the strength of the Morrisons brand as well as retailer focussed benefits such as no delivery fees or charges.
Any independent retailers who would like to become a Morrisons franchise or wish to hear more about Morrisons Wholesale should contact convenience@morrisonsplc.co.uk.