Morrisons is developing a new range of premium non food products under its Morrisons The Best range.
The Best non food range is hitting shelves now, headed by 11 lines, including The Best bedding, The Best corkscrew and The Best enamel bakeware.
A Morrisons spokesman said that the company planned to add to the range throughout the year as part of a wider drive on its home and leisure range.
He said: “During 2006 we will focus on the company’s core brands, including First Home, Dinetime and Cookshop. Our buyers will continue to develop the breadth of range within our glassware, tableware and cookware offering.
“The Best range is tailored specifically to complement these brands. It will push the category into both new and innovative product areas.”
Clive Black, retail analyst at Shore Capital, said the move could be seen as the first sign of Morrisons getting its house in order without the distraction of the Safeway conversions.
He said: “Morrisons’ non food range is materially weaker than Tesco and Asda.
“It relies heavily on cookware, home entertainment and household products such as cleaners and mops. The Best could add some much needed excitement to the range.”
Black also said that while Morrisons’ focus in the next two years needed to be on fresh produce and its supply chain, it should not forget the rest of its proposition.
The Best was launched as a premium food own label by Safeway. Morrisons has taken on the brand and extended it to cover 352 lines.
Ronan Hegarty
The Best non food range is hitting shelves now, headed by 11 lines, including The Best bedding, The Best corkscrew and The Best enamel bakeware.
A Morrisons spokesman said that the company planned to add to the range throughout the year as part of a wider drive on its home and leisure range.
He said: “During 2006 we will focus on the company’s core brands, including First Home, Dinetime and Cookshop. Our buyers will continue to develop the breadth of range within our glassware, tableware and cookware offering.
“The Best range is tailored specifically to complement these brands. It will push the category into both new and innovative product areas.”
Clive Black, retail analyst at Shore Capital, said the move could be seen as the first sign of Morrisons getting its house in order without the distraction of the Safeway conversions.
He said: “Morrisons’ non food range is materially weaker than Tesco and Asda.
“It relies heavily on cookware, home entertainment and household products such as cleaners and mops. The Best could add some much needed excitement to the range.”
Black also said that while Morrisons’ focus in the next two years needed to be on fresh produce and its supply chain, it should not forget the rest of its proposition.
The Best was launched as a premium food own label by Safeway. Morrisons has taken on the brand and extended it to cover 352 lines.
Ronan Hegarty
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