Second independent retailer signs up with Morrisons’ joint-branded fascia

Jempsons has become the second independent retailer to sign up to the ‘Together with Morrisons’ joint-branded store concept.

Morrison’s new concept is aimed at retailers operating large convenience stores over 3,000 sq. ft.

‘Together with Morrisons’ fascia focuses on local produce and their relationships with local suppliers. Morrisons also said to offer the retailer a greater breadth of products through a mix of its own-label and branded products.

The first of the stores opened in May 2022, in Upton in the Cotswolds in partnership with Warner’s.

The latest agreement with Jempsons will see the launch of six new stores under the ‘Together with Morrisons’ brand. The first 35,000 sq. ft. store, which is currently supplied by Nisa, will open in Peasmarsh, East Sussex later this Spring, with five more converted to the fascia in due course.

Paul Dobson, Sales Director – Franchise & Wholesale Supply at Morrisons, said: “The ‘Together with Morrisons’ proposition is designed for independent store owners with established local brands and larger stores. Jempson’s has all of those qualities and so we’re delighted to be opening six stores in partnership with them.

“The new stores will offer customers a mix of Morrisons own brand products and branded favourites alongside local produce from local suppliers.”

Stephen Jempson, MD of Jempson’s, added that he is excited to be partnering with Morrisons and opening the first of six ‘Together with Morrisons’ stores in Peasmarsh later this year.

“The new store will enable Jempson’s to continue championing local produce and local artisan suppliers whilst also ensuring our customers have access to a wider breadth of products more akin to the larger supermarkets which we operate,” reports quoted Jempson as saying.