The Final Countdown: New Zealand Supermarket Chain Completes Historic Woolworths Rebrand

The End of an Era for New Zealand Shoppers

After 14 years as a household name across New Zealand, Countdown has officially disappeared from the retail landscape. New Zealand’s final Countdown supermarket has officially rebranded to Woolworths, marking the end of a 14-year era as the company completes its transformation programme. This milestone represents one of the most significant retail rebranding exercises in the nation’s recent history.

A £400 Million Transformation Journey

Countdown Botany was the final location to get new signage, after the company launched its $400 million transformation campaign in 2023. The massive undertaking involved changing signage across all 185 Countdown stores nationwide, alongside the introduction of a new loyalty programme called Everyday Rewards. The transformation campaign, initiated by former Woolworths Group chief executive Brad Banducci, aimed to unify the brand under the Woolworths banner used in Australia.

The rebranding journey captured public imagination, with the celebration ending a TikTok trend that invited followers to guess which song Woolworths team members were rocking out to, and re-share with music from Swedish rock band Europe (The Final Countdown) circa 1986.

Looking Forward: Challenges and Opportunities

The transition comes during a challenging period for the supermarket giant. It has lost ground to competitor Foodstuffs in its financial result, posting a net loss of $32.4m. Despite these difficulties, Woolworths New Zealand director of retail Jason Stockhill remains optimistic, stating the transformation represents a new era whilst maintaining the company’s commitment to local communities and fresh produce.

What This Means for Shoppers

For New Zealand consumers, the rebrand signals continuity rather than radical change. Woolworths has a long history in New Zealand, dating back to 1929. Over the years, Woolworths and its predecessor companies have operated supermarkets under a number of brands, including Woolworths, Countdown, Foodtown, Big Fresh, and 3 Guys. The company emphasises that despite the name change, its focus on supporting local communities, championing fresh produce, and investing in technology remains unchanged. As New Zealand shoppers adapt to calling their local store Woolworths once again, this transformation marks not just a return to historical roots, but a strategic repositioning in an increasingly competitive grocery market.