On 22 August 2008, Woolworths announced it was launching a new identity for all its supermarkets and plans to replace the Safeway brand in Victoria, in order to unite all of its supermarkets under one common brand "Woolworths".
在2008年8月22日，伍尔沃斯宣布要对他们所有的超级市场推出一个新的品牌，并且计划要更换西夫韦在维多利亚的品牌，这是为了统一所有的超级市场并且在一个共同的品牌下“伍尔沃斯”。