Uncertain role for design at Somerfield

Supermarket chain Somerfield is axing its corporate design function in a restructure of the group’s marketing arm by chief executive David Simons.

Associate director Paul Hutton, in charge of brand identity for Somerfield and Kwik Save, has been given three months’ notice, leaving the future of the retailer’s design management uncertain.

Somerfield and Kwik Save’s branding, store interior and print work now fall under the control of four separate business units – Somerfield Stores, Kwik Save, convenience and forecourt stores and Somerfield’s 24-7 home shopping service.

Simons began a restructure of the marketing function after Somerfield’s share price suffered heavily in the City last month. Three other Somerfield directors have already lost their jobs as a result of the crisis.

See “News Analysis”

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