Musgrave changing Superquinn name to Supervalu, shedding 102 jobs

Musgrave has announced today that it will be changing the name of its Superquinn stores to SuperValu from February 2014.

The name change does not impact any of the 2,500 colleagues working in the Superquinn store network

— SuperValu Ireland (@SuperValuIRL) August 7, 2013

The decision is aimed at creating an unrivalled national Irish retail brand, enabling more shoppers to access SuperValu’s offer, while incorporating the best of Superquinn.

The reorganisation in Superquinn’s support office will see 102 employees leave the business over the next 18 months.

Some functions in Superquinn will be integrated with SuperValu. Regretfully, this will affect 102 colleagues at our support office in Lucan

— Superquinn (@superquinn_ie) August 7, 2013

However the 2,500 store staff will remain unaffected.

Musgrave Group CEO Chris Martin has said that as well as a name change there will be significant investment.

"SuperValu will invest €10m to complete the refurbishment of the Superquinn store network," he said.

We’ve some important news – All Superquinn’s 24 stores will be renamed as SuperValu in February 2014

— Superquinn (@superquinn_ie) August 7, 2013

"In addition to the €15m invested over the past two years, the award-winning SuperValu own brand range will also be introduced consisting of 2000 products priced at up to 33% less than comparable brands."

We know you’ll be sad to see our name change, but we are keeping all that you love about Superquinn

— Superquinn (@superquinn_ie) August 7, 2013

Mr Martin said combining the 222 stores from February would create an unrivalled Irish retail brand, enabling shoppers to access SuperValu’s offer nationally, while incorporating the best of Superquinn.

“We understand that some customers will be sad to see the Superquinn name change,” he said.

“However, the decision follows a considered review of all options and is an inevitable next step given the realities of a totally changed grocery market and what the Irish consumer now needs.”

Musgrave Group acquired Superquinn out of receivership in July 2011 and took control of the business that October.

Mr Martin said as part of the name change, a number of Superquinn’s support functions will be fully integrated with SuperValu.

“I regret very much that this decision will impact 102 colleagues at Superquinn’s support office in Lucan who will leave the business over the next 18 months,” he added.

“We will do all that we can to help affected colleagues find positions across the Musgrave Group as well as providing out-placement support to assist them in finding alternative employment.

“This decision does not impact any of the 2,500 colleagues working in Superquinn’s store network.”

The Mandate trade union is welcoming the guarantee made by Superquinn to protect the terms and conditions of its staff while it realigns its brand.

The union says its number one priority over the coming months will be to prioritise the needs of those who are likely to lose their jobs in the Lucan head office.