Sainsbury's has revealed that initial sales at its first two Safeway store conversions have beaten expectations.
The grocer is understood to be investing£26 million in refitting and rebranding 13 Safeway shops bought from Morrisons.
Sainsbury's has established a central management team to run the 13 stores like a 'new region' and deliver the best possible performance from the acquisitions.
A Sainsbury's spokeswoman said that Scunthorpe, Humberside, which opened on July 30, and Tadcaster, North Yorkshire, which opened on August 6, were 'above expectations' and added: 'We have set challenging budgets.'
Another seven converted shops will be opened by September 9 and Sainsbury's plans to convert 14 stores, including one former Morrisons outlet, by November.
Separately, it is understood that Sainsbury's brand and format development manager Penny Vegting is working on 'refreshing' the Sainsbury's brand in a project that will need approval from chief executive Justin King.
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