SuperValue
New Zealand supermarket chain owned by Woolworths Limited
title: "SuperValue" type: doc version: 1 created: 2026-02-28 author: "Wikipedia contributors" status: active scope: public tags: ["supermarkets-of-new-zealand", "woolworths-group-(australia)", "retail-companies-established-in-1964", "new-zealand-companies-established-in-1964"] description: "New Zealand supermarket chain owned by Woolworths Limited" topic_path: "geography/new-zealand" source: "https://en.wikipedia.org/wiki/SuperValue" license: "CC BY-SA 4.0" wikipedia_page_id: 0 wikipedia_revision_id: 0
::summary New Zealand supermarket chain owned by Woolworths Limited ::
::data[format=table title="Infobox company"]
| Field | Value |
|---|---|
| name | SuperValue |
| logo | Supervalue brand.svg |
| logo_size | 200px |
| logo_caption | SuperValue Logo |
| image | SuperValueFlatbushExterior.JPG |
| image_caption | SuperValue outlet in Flat Bush |
| foundation | 1964; years ago |
| type | Division |
| location | New Zealand |
| num_locations | 4 stores (August 2025) |
| key_people | See Parent |
| industry | Retail |
| parent | Woolworths Limited |
| owner | Woolworths NZ |
| subsid | SuperValue Community |
| homepage | |
| :: |
| name = SuperValue | logo = Supervalue brand.svg | logo_size = 200px | logo_caption = SuperValue Logo | image = SuperValueFlatbushExterior.JPG | image_caption = SuperValue outlet in Flat Bush | foundation = 1964; years ago | type = Division | location = New Zealand | num_locations = 4 stores (August 2025) | key_people = See Parent | industry = Retail | parent = Woolworths Limited | owner = Woolworths NZ | subsid = SuperValue Community | homepage = SuperValue is a chain of locally owned and operated supermarkets in New Zealand, established in 1964. The stores are operated under franchise agreements, with franchise and group operation controlled by Wholesale Distributors Limited (WDL).
There are 4 SuperValue stores around New Zealand. The franchise is owned and operated by Woolworths New Zealand
History
G.U.S. (Grocers United Stores) was launched as a grocery store co-operative in 1928, and quickly opened 15 stores. Store numbers reached 167 in 1948.
The Opawa, Christchurch store became the first store under the SuperValue brand in 1964. SuperValue started out as SuperValu, with no ‘e’, but following an uproar from customers about the spelling that it was quickly changed.
The 1964 opening of the first SuperValue store was a turning point when New Zealand started adopting the supermarket concept from overseas. At the time this was different for New Zealand consumers, whose usual style was picking weekly groceries from many outlets.
SuperValue Supermarkets was purchased by JR Rattray in 1991. Countdown, SuperValue and Rattray were purchased by Foodland (FAL) in 1993. The brands became subsidiaries of Progressive Enterprises in 1995.
In 2008, SuperValue had 39 stores, including seven in Auckland. 13 in 2008
There were 41 SuperValue stores in 2015.
In 2023, Woolworths Group New Zealand began the process of rebranding all SuperValue stores to Freshchoice. As of August 2025, there are only 4 SuperValue stores remaining.
References
References
- "Supermarket franchise opportunities". FreshChoice.
- "SuperValue". [[Woolworths New Zealand]].
- "Woolworths New Zealand". [[Woolworths New Zealand]].
- "SuperValue serves up 50 years with Kiwis".
- "SuperValue serves up 50 years with Kiwis".
- "Store locations". [[Progressive Enterprises]].
::callout[type=info title="Wikipedia Source"] This article was imported from Wikipedia and is available under the Creative Commons Attribution-ShareAlike 4.0 License. Content has been adapted to SurfDoc format. Original contributors can be found on the article history page. ::