The History of Morrisons
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,