The Sydney suburb with a secret Woolworths hiding in plain sight

This Woolworths is so small and behind the times, it doesn’t even say Woolies on the store. It’s a mystery why it even exists. Branding expert Professor Jenni Romaniuk from Uni SA’s Ehrenberg-Bass Institute told news.com.au there was “no right answer” as to whether a public facing company should operate under one or multiple names.

News 6 years ago Unknown author

On a tidy shopping strip in a quiet corner of Sydney sits something that, in retail terms, is now unique.

Locals pop in and out all day long, some oblivious that their local supermarket is something you’ll see nowhere else.

But it’s not some newfangled concept store — a glimpse into the way we’ll shop into the future. Or the first Australian opening for an international retail giant.

Rather it’s a look back into the past, a glance into the world of supermarkets’ past. The residents of Jannali, in Sydney’s Sutherland Shire, are picking up their groceries from the last of its kind.

The name above the door may be unfamiliar, but the company behind it is one of Australia’s biggest — Woolworths.

Jannali is the suburb with a secret Woolies. And it’s one of the country’s strangest Woolworths at that.

Welcome to Australia’s last ever Flemings supermarket. There were once scores of stores; now this single branch remains.

Flemings in Jannali, southern Sydney, the only non Woolworths branded Woolies in Australia. Source:Supplied

Flemings is about as far away from a new concept Woolies as you can get. Pictures: Dan Himbrechts/AAP. Source:AAP

Remarkably, Flemings has been part of Woolworths for almost half a century. Yet while far more familiar Woolies’ owned brands, like Safeway, have vanished somehow Flemings has remained.

Inside it’s like stepping back in time.

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