page_title: Morrisons
section_title: Multi-channel diversification
hierarchical_section_title: Morrisons / History / Multi-channel diversification
caption_attribution_description: Side view of the new Morrisons Supermarket (before first opening) on High Street, Saltney, Flintshire
context_page_description: Wm Morrison Supermarkets plc, trading as Morrisons, is the fourth largest chain of supermarkets in the United Kingdom, and is headquartered in Bradford, West Yorkshire, England.
  Founded in 1899 by William Morrison, hence the abbreviation Wm Morrison, it began as an egg and butter stall in Rawson Market, Bradford, England. Until 2004, Morrisons store locations were primarily focused in the North of England, but with the takeover of Safeway in that year, the company's presence increased significantly in the South of England, Wales and Scotland. As of 2016 the company had 498 superstores across England, Wales and Scotland, as well as one in Gibraltar.
  As of April 2019, Morrisons employed 110,000 employees, and served around 11 million customers each week.
  Morrisons' market share in August 2017 was 10.14%, down 0.86% from 2015—behind Tesco, Sainsbury's and Asda but ahead of Aldi.
  The company is listed on the London Stock Exchange and is part of the FTSE 100 Index of companies.
context_section_description: Following Marc Bolland's departure to become the CEO of Marks & Spencer in December 2009, Dalton Philips was appointed in a surprise move as his replacement in January 2010.
  In 2010, Morrisons signed a deal with budget retailer Peacocks, the first concession store opened as part of a refurbishment at the retailer's store in Idle, Bradford. The Peacocks section was rolled out into other stores before launching its own childrenswear brand 'Nutmeg' into 85 stores on 21 March 2013.
  The first Morrisons M local store opened in Ilkley, Yorkshire, in 2011. All M Local stores were later rebranded under the short-lived "My Local" chain in 2015.
  In May 2013, Morrisons announced a partnership with Ocado to use its technology systems and distribution infrastructure to help launch its own online service.
  Richard Pennycook, who had joined Morrisons in October 2005, was replaced as Chief Financial Officer at Morrisons in June 2013 by Trevor Strain, previously Finance Director Corporate.
caption: Morrisons supermarket, High Street, Saltney, Flintshire
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