Irish retailer Musgrave Group is to rebrand the name of its Superquinn stores to its SuperValu chain as part of an investment in its network that will result in 102 job cuts.

Musgrave said the rebrand will take effect from February and is being made in a bid to create “an unrivalled national Irish retail brand”, Musgrave said.

Around 102 jobs at the Superquinn support office in Lucan, Dublin, will be lost due to the change. The 2,500 store staff will not, however, be affected, Musgrave said.

The job losses are a result of Superquinn’s support functions being fully integrated with SuperValu.

Musgrave said it will do all it can to help employees find positions across the group as well as providing out-placement support to assist them in finding alternative employment.

“Combining our SuperValu and Superquinn stores creates an unrivalled Irish retail brand, enabling shoppers to access SuperValu’s offer nationally, while incorporating the best of Superquinn,” said Musgrave CEO Chris Martin. “We understand that some customers will be sad to see the Superquinn name change. 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.”

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By GlobalData

Musgrave is investing EUR10m (US$13.3m) in its store network. Changes will include the refurbishment of the Superquinn store network. Plans also include the introduction of the SuperValu own-brand range into the Superquinn stores, which comprises around 2,000 products.