UK supermarket chain Morrison’s has announced that the Safeway name disappeared from UK retailing today (Thursday) with the conversion of former Safeway stores in Stevenston, Camden, Clevedon and Rubery to the Morrisons brand.

The UK’s fourth largest supermarket chain will be trading as one group under the Morrisons banner after converting and refurbishing well over 200 stores across the country in just 16 months, it said. There are now over 360 Morrisons stores across the UK.

“We have taken the Morrisons format nationwide, giving more people the opportunity to shop with us,” said Morrisons chief executive, Bob Stott. “Our retail offer is proving popular everywhere.  The converted stores are seeing large increases in customer numbers, underlining the strength of our offer in terms of choice, quality, value and service.”

“The completion of the conversion programme in this timescale is a tremendous achievement and our team can be proud of how we have worked together to deliver the most ambitious store conversion programme ever undertaken in this country,” he said. “This is a significant landmark in the history of Morrisons.” 

Morrisons acquired Safeway on 8 March 2004.