Branding: Woolworths secures Somerfield presence

The high-street retailer is to trial branded concessions offering homewares, toys and home entertainment products in three Somerfield stores. Concessions will be staffed by Woolworths' employees and supported by interior and exterior branding.

In a further eight Somerfield stores, Woolworths Worthit! branded small domestic appliances and homewares will replace the bulk-pack items that are usually located on the supermarket's 'Wall of Value'.

Somerfield will launch reciprocal food concessions offering sandwiches, ready meals, fresh fruits and essential groceries in three Woolworths city-centre branches.

Woolworths claimed that the tie-up is part of a wider strategy to work with third parties to extend the reach of its own-brand products. A spokeswoman said that another 80 of its stores are under consideration for further concession work.

Both Woolworths and Somerfield already lease concessions to Peacocks, while National Schoolwear Centres holds concessions in some Woolworths stores; Robert Dyas holds a similar deal with Somerfield.

Colum Lowe, managing director of retail design agency Caulder Moore, said he does not believe the relationship will be a long-term one. 'There is more in it for Woolworths than Somerfield,' he added.

Woolworths' concessions in Somerfield stores will roll out this month. The supermarket's concessions are expected to appear in Woolworth's stores in the next six months.

This article was first published on Marketing