Countdown stores are to be rebranded as Woolworths from 2024. Credit: wetwebwork/ Flickr (Creative Commons).

Countdown Supermarkets, the New Zealand business of Woolworths, will be rebranded as Woolworths Supermarkets New Zealand from 2024.

The business initially operated as Woolworths but was rebranded as Countdown in 2011.

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Woolworths will start changing individual store signage in the coming months, with plans to effect the change on its entire network in the next couple of years.

This is part of an ongoing transformation programme of the Countdown operation.

Woolworths planned to invest more than NZ$400m ($251.96m) in the next three years to modernise its store network, with a focus on older stores across Aotearoa.

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The retailer will also launch Everyday Rewards for New Zealand by early next year to bring more value to its customers.

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In addition, Woolworths will offer more convenient eCommerce shopping options as well as top-quality fruit and vegetables with an advanced Christchurch Fresh Distribution Centre, which is set to open in 2024.

Countdown and Woolworths Group New Zealand managing director Spencer Sonn said: “In the coming months and years, you are going to see us bringing the best of the Woolworths brand across the Tasman and equally sharing the best of what we have here with the broader Woolworths Group. We are changing for the better and a name change for our stores is just one part of that.

“The next stage of our transformation and the rebranding of our stores to Woolworths Supermarkets New Zealand means we are doubling down on our trans-Tasman connection to bring the very best to our Kiwi customers. That includes a refreshed loyalty programme focused on providing more value and a materially improved fresh offer.”

Woolworths, which opened its first New Zealand store in 1929, currently operates 194 Countdown supermarkets across the country.

Late last month, the retailer announced changes at its checkouts to encourage healthy eating habits for customers.