Woolworths to rebrand its NZ store network in $370 million upgrade
Woolworths Group is to rebrand its chain of 194 Countdown stores in New Zealand under the Woolworths name.
The rebranding is part of a NZ$400 million, three-year transformation plan for the company which will see older stores revamped and an upgraded customer loyalty program.
The company said the rebranding was to create “a name well known locally given the brand’s long history in the country”. Signage on individual stores will begin to change “in the coming months” with the business name changing early next year and the entire network transformed over the next two years.
Spencer Sonn, MD of Countdown and Woolworths Group New Zealand, said he believed the time was right for the company to “accelerate the change” of making the company “a better business”, do more to meet customers\’ needs and expectations, and bring more of its Australian operational approach to New Zealand.
“In the coming months and years, you’re going to see us bringing the best of the Woolworths brand across the Tasman and equally sharing the best of what we have here with the broader Woolworths Group. We’re changing for the better and a name change for our stores is just one part of that.”
Everyday Rewards, the company’s Australian loyalty program, will be launched in New Zealand early next year. Customers will also see “more convenient e-commerce shopping options, a deeper connection to grassroots community activities, and further commitment to top quality fruit and vegetables”.
A Christchurch Fresh Distribution Centre will open next year to complement the Auckland one opened in 2022 and more than $45 million will be invested in additional security measures in stores and upskilling team members.
Now Woolworths Group is to rebrand its now ‘full-service’ Countdown network under the same name as it operates across the Tasman.
“The next stage of our transformation and the rebranding of our stores to Woolworths Supermarkets New Zealand, means we’re doubling down on our trans-Tasman connection to bring the very best to our Kiwi customers,” said Group CEO, Brad Banducci. “That includes a refreshed loyalty program focused on providing more value and a materially improved fresh offer.”
