Woolworths is to scrap its Select private label brand in favour of a unified private label range under ‘Woolworths’ branding.
The move comes after the retailer cut its Homebrand private label after 33 years in March this year.
“The new Woolworths label will allow our customers to make a purchase knowing the Woolworths brand guarantees its quality,” a company spokesperson said in a statement to Retail World.
The spokesperson added that the new label would also allow Woolworths to “offer our customers fresh produce and food products that are more consistent in their promise and delivery”.
The Woolworths-branded private label will be a food-focused brand, covering about 2,000 products, with prices that the company says will “offer our customers greater value,” and be more competitive than Select in the marketplace.
Woolworths will phase the new label into its stores over the next few years, with the bulk of the new range being introduced during the 2016-17 financial year.
