New Zealand's first Woolworths supermarket has opened as part of Countdown's NZ$400 million ($370m) rebrand.
Countdown Bethlehem in Tauranga on the North Island opened on Thursday as Woolworths Bethlehem - after a $4.6m refresh over five months, with the new store including a dedicated drive-up area for online customers to pick up orders, introduction of electronic shelf labels and a new health foods aisle.
Woolworths Bethlehem store manager Dwaine Geddes was part of the original team that first opened the store nearly 20 years ago and said it felt like a "full-circle moment" to now be leading the team through its reopening as Woolworths.
Woolworths New Zealand managing director Spencer Sonn said the store was an example of what customers would see from the rebrand.
"Our investment is not in changing signage - it's in modernising our stores to meet the needs of our communities across Aotearoa."
The rebrand would see all 194 stores change to Woolworths and would offer "more value for customers" through a refreshed loyalty programme and the launch of "everyday rewards" for New Zealand next year.
Woolworths had a long history in New Zealand, opening its first New Zealand store in Wellington in 1929 before it was rebranded to Countdown between 2009 and 2011.
The announcement of the return to Woolworths kicked up a stink with consumers who labelled the move "ridiculous" and "a waste of money" on the supermarkets Facebook page.
