Somerfield ( ) was a chain of small to medium-sized supermarkets operating in the United Kingdom. The business started life in the 19th century as grocers J. H. Mills, and after a series of buyouts and mergers, the company became known as Gateway. A major rebranding to the newly-created Somerfield brand started in 1990, and in 1998 the company purchased the Kwik Save chain of discount food stores. The company was taken over by the Co-operative Group on 2 March 2009 in a £1.57 billion deal, creating the UK's fifth-largest food retailer. The Somerfield name was replaced by the Co-operative brand in a rolling programme of store conversions ending in summer 2011.Co-op supermarket chain enjoys Somerfield boost BBC News Online. 11 December 2009
Gateway history
The early years The company had its origins in a Bristol-based grocer known as J.H. Mills which was founded in 1875 and which developed a self-service supermarket chain named Gateway Foodmarkets in 1960. During the early 1970s, Gateway operated primarily in the southwest of England with a few stores elsewhere. Ford and Lock stores and S&H Pink Stamp acquisitions took place during the period when loyalty stamps were prevalent and the first freezer centres were opened. Gateway Foodmarkets was taken over by Linfood Holdings, a consortium which already owned the Frank Dee Supermarkets which operated over the north and east of England. At the time, Frank Dee Supermarkets and the larger DEE Discount stores were a business larger than Gateway and had a chain of 79 supermarkets, in 1977. In 1983, Linfood Holdings was renamed the Dee Corporation. Initial plans were proposed to utilise the distribution depots on three main sites; the thriving Frank Dee's purpose built facilities in Anlaby and Billingham, and the existing Gateway warehousing site in Bristol.
Acquisitions Alec Monk, chief executive of the Dee Corporation, having escaped a takeover bid from Argyll Foods in 1981, decided to create his own supermarket empire. Three of the biggest acquisitions were of Key Markets Supermarkets from Fitch Lovell, International Stores, bought from British American Tobacco in 1984, and Fine Fare, bought from Associated British Foods the following year. The company also purchased the UK arm of the French retailer, Carrefour when the French retailer exited Britain in the late 1980s. By this time, the Dee Corporation had over 1,100 stores and nearly 12% of the market, not far behind Sainsbury's and Tesco. Most of the Dee Corporation's outlets were small, high-street stores. Monk argued that there was a future for well-run conventional supermarkets as well as the large out-of-town stores.
However, by 1987 the Dee Corporation ran into problems, mainly because of the difficulty of integrating so many disparate businesses. Some disposals were made in that year, including the Linfood wholesaling operation. In 1988, the Dee Corporation changed its name to the Gateway Corporation, and a new retailing chief was recruited from the US. Investors remained sceptical, and in 1989 the company was the subject of a £2bn takeover bid from a newly formed company, Isosceles; the deal was partly financed by a pre-arranged sale of 61 Gateway stores to Asda.
Isosceles era When Isosceles, a newly created financial group led by David Smith and backed by several big investment institutions, bid successfully for Gateway in 1989 and took the company private, the plan was to restructure the business and refocus it on what were called "middle ground" outlets, falling between the larger out of town superstores and smaller, inner-city neighbourhood shops; the average size of the stores was between and . The promoters of the Isosceles bid believed that, after this disposal and extensive restructuring of the rest of the portfolio, Gateway could become a viable competitor; the intention was to re-float the company on the stock market within three to five years. However, the bid was highly leveraged, and it was not clear that the new company would be able to fund the necessary modernisation of the business.
Some of the planned disposals of non-core businesses took longer than expected to complete. Financial strains led to the enforced departure of David Smith and other executives in 1991.
Somerfield history
In the following year, a new chief executive, Bob Willett, was appointed and a decision was taken to rebrand the company's operations as Somerfield after a successful pilot scheme in 1990 with a new store and the first Somerfield store in the country being built in Burnham on Sea, Somerset, and the company then built its success upon the new brand alongside the existing Gateway chain. A small number of stores were also relaunched under a new Food Giant discount brand, with the first store opening in Nottingham in 1991.
Two years later, a further chief executive, David Simons, was in the post. In May 1994, the company changed its name to Somerfield plc.
According to The Guardian newspaper, the holding company almost collapsed in the 1990s under a "mountain of debt". In 1996, Somerfield plc was floated on the stock market in an initial public offering, after the recovery had reached the point where flotation became feasible with a market value of around £600M, and the proceeds were used to repay banks that had lent to Isosceles. At the time of the flotation the company's market share had fallen to 5.3%, its lowest level for two years, but Simons claimed that the company was now clearly positioned in the market, and that the business would benefit from what he saw as the trend back towards high-street shopping. The aim was to become the UK's strongest neighbourhood food retailer.
Questions remained about whether, at a time of intense competition both from discounters and from the larger chains, Somerfield could generate adequate growth in sales and profits.
In 1997, the Somerfield website was launched, which gave customers access to viewing online content such as offers, services and recipes, as well as online shopping via the chain's free Home Delivery service.
Slogans "Savings that add up" (1995–1997) "Shopping in the real world" (1997–2001) "Good food made easy" (2002–2004) "Somerthing Different" (2004–2005) "A great deal going on" (2005–2006) "Giving you what you want" (2006–2007) "Pop in to Somerfield" (2007–2010) "Good with Food" (2010–2011)
Kwik Save purchase
In 1998, the company took over the Kwik Save chain in a £473 million transaction. Although the deal was billed as a merger of equals, Somerfield investors owned 62.5% of the enlarged group.
Observers questioned whether putting together two very different businesses would solve either's problems. The initial plan was to convert most of the Kwik Save stores to the Somerfield branding, but the group continued to suffer from a disparate store portfolio, the result of numerous ill-digested acquisitions by Kwik Save prior to the Somerfield takeover. At the end of 1999, Simons, facing strong criticism from the city, announced plans to sell a third of the company's 1,400 stores. He admitted that the group had underestimated the difference between Somerfield and Kwik Save, and had failed to support and maintain the Kwik Save brand. A few months later Simons resigned.
The original plan to transfer all Kwik Save stores to the Somerfield branding was quickly abandoned after it became clear that many outlets were not suitable for conversion, either due to size or location. Also, the downmarket wooden shelving and poor quality fittings used by Kwik Save meant that every conversion required a full refurbishment of the store – simply changing the signage and uniforms would have risked dragging the carefully developed Somerfield brand downmarket.
Instead, the larger Kwik Save stores were converted, some were sold or closed and the chain became a trading division of Somerfield Stores Ltd, sharing its supply chain and back office systems with Somerfield. For some years, the own brand products in Kwik Save stores were Somerfield, although this policy was reversed once it was decided to keep the brand.
Somerfield's existing Food Giant discount supermarkets were rebranded as Kwik Save.
It was clear that more than a hundred Somerfield and Kwik Save stores were within a mile of each other and directly competing: also customers were switching from high street to out of town shopping.
Somerfield Direct Somerfield launched a home shopping pilot in the Bristol area under the name Somerfield Direct in early 1999. As a call centre operated service, customers would telephone the company to order Somerfield produce, which would be delivered direct from the warehouse. After the launch, Somerfield bought Supermarket Direct in April 1999 for £3.25 million to extend the range of Somerfield Direct, and Supermarket Direct partners Dominick Scott-Flanagan and David Noble joined the Somerfield Direct board. At the time, Somerfield Direct only covered the South West of England from its base in Bristol. With the incorporation of Supermarket Direct, Somerfield Direct extended its range to the London area.
While other home shopping services were providing internet ordering, at this point Somerfield Direct was a catalogue and call-centre operation, chief executive Simons expressing the view that "Mrs Smith in Stockport is more likely to use a handy catalogue from her supermarket than surf the Net in search for Fido's dog food". The operation launched internet ordering in July 1999, and was then rebranded as "Somerfield 24-7". At its peak the home shopping division employed 225 staff and operated from three distribution centres.
However, Somerfield suffered large losses in 2000, its home shopping venture was described as an "ill-fated foray", and development was halted that June.
John von Spreckelsen John von Spreckelsen, former chief executive of convenience food retailer Budgens, was brought in as chairman in April 2000. The new strategy was to keep Somerfield and Kwik Save as separate businesses, while sharing common services in such areas as information technology and corporate finance. By mid-2002 – halfway through what was seen as a five-year recovery programme – the company announced a return to the black, and dividends were resumed after a two-year break, although the positioning issues remained unsolved.
Somerfield was the product of opportunistic acquisitions, driven more by financial engineering than by any conception of where the company should be positioned. The focus on medium-sized high street supermarkets was largely a matter of making the best of a very difficult job; the main problem, which had not been solved by the end of the 1980s, was to make some sense of the heterogeneous collection of stores which it had acquired through its numerous takeovers.
New formats
Somerfield changed its logo in 2002 from a rectangular shape to a more contemporary design and opened several new store formats, including Somerfield Essentials and Somerfield Market Fresh. It further changed its brand image by introducing newer own-brand lines including the premium 'So Good' range, the low fat 'Good Intentions', and a new advertising strapline: "Good Food Made Easy". This strapline later changed several times – see the list of slogans mentioned earlier on this page. A low-price own brand label called 'Makes Sense' was introduced to compete with rival low-cost brands, such as Tesco Value. At some time in the mid-2000s, some stores started selling products labelled under the German-based Tchibo brand, however this ceased by 2009.
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