The History of Morrisons: From Market Stall to UK Supermarket Giant
Morrisons, officially Wm Morrison Supermarkets Limited, is the fifth largest supermarket chain in the United Kingdom, with a market share of 8.6% as of September 2022, having been overtaken by Aldi for fourth place. Headquartered in Bradford, West Yorkshire, Morrisons has grown from a single egg and butter stall in 1899 to a network of 497 supermarkets across England, Wales, Scotland, and Gibraltar by 2021. Its journey reflects a commitment to quality, value, and in-house food production, distinguishing it from competitors through its unique “Market Street” concept and vertically integrated supply chain. This 3,000-word history traces Morrisons’ evolution, from its humble beginnings to its current status as a major player in British retail, highlighting key milestones, challenges, and strategic shifts.
Founding and Early Years: 1899–1950s
The story of Morrisons begins with William Murdock Morrison, born in 1875 in Chickinley, Wakefield. After working as an apprentice grocer and later for a wholesale egg and butter merchant, William established his own business in 1899 at John Street, Bradford, operating as Wm Morrison (Provisions) Limited. Initially a wholesale concern, the business transitioned to retail, focusing on egg and butter sales from a stall in Bradford’s Rawson Market. William’s teetotalism, shaped by his frustration with retrieving his former employer from pubs, underscored his disciplined approach to business. By the early 20th century, his company had become a recognized name among Yorkshire housewives, competing with regional brands like Maypole and Redman’s.
The early 1900s were challenging. Around World War I, Wm Morrison Ltd operated market stalls and small shops in terraced houses, typical of the era’s retail landscape. William’s first wife died in 1919, and he married Hilda Ryder in 1921. Their son, Kenneth Duncan Morrison, born in 1931 when William was 57, would later lead the company to new heights. The 1930s brought economic hardship, forcing William to restart with stalls in Bradford and Dewsbury markets. Hilda’s flair for “pitching” attracted customers despite their limited means. World War II introduced further challenges, including food rationing and the destruction of Rawson Market by bombing. However, the family opened a store in James Street, Bradford, which became the city’s first self-service shop, with prices marked on products—a novel practice at the time.
The Rise of Ken Morrison: 1950s–1960s
In 1952, at age 21, Ken Morrison took over the family business following his father’s retirement. Having grown up counting ration coupons during the war, Ken brought youthful energy and ambition to the company. In 1958, he opened a small shop in Bradford’s city center, the first self-service store in the city with three checkouts and priced products, a significant departure from traditional counter-service shops. This move capitalized on the growing popularity of self-service retail, inspired by American models.
Ken’s vision culminated in 1961 with the opening of Morrisons’ first supermarket, named “Victoria,” in the Girlington district of Bradford. Housed in the converted Victoria Cinema, the 5,000-square-foot store offered fresh meat, fruit, vegetables, and provisions, along with free parking—a rarity that attracted car-owning suburban shoppers. Fellow market traders skepticism about moving to the suburbs proved unfounded as the store thrived, reflecting the era’s shift toward car-based shopping. In 1967, Morrisons became a public limited company, listing on the London Stock Exchange, which provided capital for further expansion. By the late 1960s, the company operated a mix of market stalls and small shops but was poised for significant growth under Ken’s leadership.
Expansion and Innovation: 1970s–1990s
The 1970s marked a period of steady growth. In 1980, Ken Morrison was awarded a CBE for services to retailing, recognizing his contributions to the industry. That same year, Morrisons opened its Farmers Boy fresh food factory, enhancing its ability to source and process food internally—a strategy that would become a hallmark of the brand. By the 1980s, Morrisons operated over 50 stores, primarily in Northern England, sticking to its discount formula of consistent pricing across all locations. This approach, coupled with value-for-money offerings, maintained customer loyalty despite economic slowdowns.
The 1990s brought new challenges as competitors introduced loyalty cards, promotions, and extended hours. Morrisons resisted these trends initially, relying on its proven model, but adapted by opening stores on Sundays in 1993, a move that boosted profits. In 1998, the company celebrated its 100th anniversary by opening its 100th store, its first in Southern England, signaling a shift from its Northern stronghold. The introduction of the “Market Street” concept, pioneered by Ken Morrison, set Morrisons apart. Market Street recreated the traditional market experience within stores, featuring in-house butchers, fishmongers, bakers, and deli counters staffed by skilled professionals. This innovation emphasized fresh, expertly prepared produce and resonated with customers seeking quality and authenticity.
The Safeway Acquisition: 2004–2006
Morrisons’ most transformative moment came in March 2004 with the £3 billion acquisition of Safeway, a British supermarket chain with 479 stores. At the time, Morrisons operated only 119 stores, making the deal a bold leap that catapulted it to the UK’s fourth-largest supermarket chain. The acquisition expanded Morrisons’ footprint into Southern England, Wales, and Scotland, where it opened its first store in Kilmarnock in 2004. However, the integration was complex, involving the largest store conversion program in British retail history.
The Competition Commission required Morrisons to divest 52 Safeway stores to avoid market dominance. Tesco acquired 10, Sainsbury’s 14, Waitrose 19 (via John Lewis Partnership), and two closed for other reasons. Additionally, 114 smaller “Safeway Compact” stores were sold to Somerfield for £260.2 million, as Morrisons initially avoided the convenience store sector. Safeway’s branding was phased out rapidly, with carrier bags and own-brand products replaced by Morrisons’ within weeks. By November 2005, all Safeway stores were rebranded, and 50,000 Safeway employees were retrained to align with Morrisons’ operations. Morrisons also sold Safeway’s Channel Islands stores to CI Traders and closed a Safeway-BP joint venture convenience store/petrol station in 2005.
The acquisition strained Morrisons’ resources. In 2005, the company issued five profit warnings, reflecting integration costs and operational challenges. To bolster its supply chain, Morrisons acquired part of Rathbones Bakeries for £15.5 million and purchased three additional food manufacturing factories. In April 2006, Morrisons moved to a new 331,000-square-foot head office in Thornbury, Bradford, consolidating its operations. Despite these hurdles, the Safeway deal significantly expanded Morrisons’ scale and geographic reach, positioning it as a national player.
Modernization and New Ventures: 2007–2010s
In 2007, Morrisons embarked on a £450 million rebranding effort to modernize its image. A new logo, accompanied by a high-profile TV campaign featuring celebrities like Lulu and Richard Hammond, aimed to refresh the brand. In 2008, Sir Ken Morrison retired, passing leadership to Marc Bolland, who later joined Marks & Spencer. Dalton Philips became CEO in 2010, steering the company through a competitive landscape dominated by Tesco, Sainsbury’s, Asda, and emerging discounters Aldi and Lidl.
Morrisons ventured into new areas, opening M Local convenience stores in 2010 to compete in the growing small-format retail sector. In 2011, it opened a 767,500-square-foot distribution center in Bridgwater for an £11 million redevelopment project. The 2013 acquisition of Kiddicare, a children’s retailer, signaled diversification, though it was later sold. Morrisons was slow to embrace e-commerce but partnered with Ocado in 2013 to launch Morrisons.com in January 2014, offering online grocery delivery starting in the Midlands. This move addressed changing consumer habits as online shopping gained traction.
In 2016, Morrisons introduced a new logo and slogan, replacing the 2007 branding, and refurbished stores to modernize the Market Street format, adding features like “party” sections. The company also launched the Morrisons More loyalty program, rewarding customers with points for in-store, online, and petrol station purchases. These initiatives aimed to enhance customer engagement and compete with rivals’ loyalty schemes.
Challenges and Restructuring: 2010s–2020s
The 2010s were turbulent for Morrisons. The UK grocery market faced economic pressures from government cuts, VAT increases, and cautious consumer spending. Morrisons’ premium own-label sales grew by 2.8%, but discounters Aldi and Lidl gained market share through aggressive expansion. In 2020, Morrisons announced a restructuring, cutting 3,000 management jobs to create 7,000 frontline roles, including skilled butchers and bakers, to improve customer service. This followed similar cost-cutting moves by Tesco and Sainsbury’s, reflecting industry-wide efforts to compete with discounters.
Morrisons’ financial performance suffered, with shares dropping 21% over 2019–2020. The company’s Christmas 2019 trading was the weakest among major grocers, hurt by competition and consumer uncertainty. In October 2021, Morrisons was acquired by private equity firm Clayton, Dubilier & Rice (CD&R), delisting from the London Stock Exchange. This shift to private ownership aimed to provide flexibility for long-term investments.
Morrisons Today: 2020s and Beyond
As of 2025, Morrisons operates nearly 500 stores and employs over 110,000 staff, serving 11 million customers weekly. Its business remains focused on food and groceries, with a unique emphasis on in-house production. Morrisons sources and processes half its fresh food through its own manufacturing facilities, including Farmers Boy and three Rathbones factories, ensuring control over provenance and quality. The Market Street concept continues to differentiate Morrisons, with in-store butchers, fishmongers, bakers, and deli counters staffed by trained professionals.
Morrisons has embraced cultural diversity, offering “World Foods” sections with products like Chicken Tikka Masala to cater to the UK’s multicultural population. Its online presence, bolstered by the Ocado partnership, includes a YouTube channel and mobile app for customer engagement. The Morrisons More program, updated in 2024, enhances loyalty through personalized offers and vouchers. In 2024, Morrisons celebrated its 125th anniversary, reflecting on its evolution from a market stall to a retail giant while committing to sustainability, community support, and competitive pricing.
Conclusion
Morrisons’ history is a testament to resilience, innovation, and adaptability. From William Morrison’s egg and butter stall to Ken Morrison’s pioneering supermarkets, the company has navigated economic hardship, war, and fierce competition to become a cornerstone of British retail. The Safeway acquisition marked a turning point, expanding its reach but testing its operational capacity. Today, Morrisons stands out for its in-house food production, Market Street concept, and customer-focused innovations. Despite challenges from discounters and economic pressures, its commitment to quality, value, and community ensures its enduring relevance in the UK’s grocery market.
