Wellcome - History

History

Founded in 1945, Wellcome is Hong Kong's longest-established supermarket chain. Since 1964, the company has been wholly owned by Dairy Farm following the merger with rival supermarket Dairy Lane. Wellcome has an overall staff of 5,000 in more than 240 stores and serves more than 14 million customers every month.

1940's-50's Wellcome was established in 1945 by Mr. Wu Chung-Wai, Mr. Lau Lim and Mr. Ko Yin-Yu. Wellcome established its first store on Ice House Street in Central. The shop specialised in imported products including wines, biscuits, canned food and beverages. Wellcome was the first supermarket to establish a Home Delivery Service division, and an average of 600 customers enjoyed this one-of-a-kind service through orders in person daily.

1960's-70's Wellcome became a member of The Dairy Farm International Group in 1964. Wellcome was the first to introduce a "self-service" retailing concept. Customers no longer require the assistance of service staff to get products; they can personally select products from the shelf. Wellcome was the first to offer pre-packaged rice products in 1973, offering consumers a convenient and hygienic choice to purchase rice.

1980's-90's Wellcome launched its first corporate brand "No Frills", offering customers over 300 products at the lowest prices as compared to other products in the same category. Wellcome was the first supermarket to employ Electronic data interchange (EDI) technology to improve the efficiency of operation. Wellcome pioneered the 24-hour supermarket concept in Asia and set up its first 24-hour store in Great George Street, Causeway Bay on 23 October 1998. Wellcome established its second corporate brand, First Choice, with a product range of over 1,000 items. With prices at 20-30% less than competitive international brands, it is a well-known brand in Hong Kong. A $400 million investment, "Wellcome Fresh Food Centre" was opened in 1998. Occupying an area of 161,000 sq. ft., it is the top, state-of-the-art fresh food-processing centre in Asia, ensuring quality, safe and efficient supply of fresh food.

1992's-98's, Wellcome Hong Kong to become the first to use the UPC system in Hong Kong supermarkets, offers a more efficient and more convenient payment services. According to the report of 2004-2008, Wellcome supermarkets and thus increase the number of branches.

The New Millennium Wellcome introduced the "Vote For Your Favourite Brand" campaign in 2000 and it has been a successful annual consumer event ever since. Wellcome opened the first ultra-modern superstore at Tuen Mun Town Plaza. The Wellcome superstore introduced a new "one-stop" shopping service, embracing the concepts of both wet market and grocery shop under one roof. Wellcome announced its double refund offer with lowest price guarantee by doubling the difference back to customers. Wellcome unveiled its Stanley store in January 2003. It is the first supermarket located inside a 100-year-old historical building - the old Stanley Police Station.