1920s

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1920s

• Safeway Stores was born in Los Angeles just
  before World War I as the Sam Seelig Company.
• 1926 Merger of the Marion Skaggs' 673 Skaggs'
  Stores in Northern California and the Pacific
  Northwest with the 600 Southern California of the
  Sam Seelig Co. creates the Safeway we know today.
• The average store size was less than 1,000 square
  feet.
• 1929 Sales were 203 million

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1930s

• September 9, 1932 Family Circle Magazine founded
  and distributed free in Safeway stores

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1980s

• 1986 KKR takes the company private.
• In Southern California, Safeway sold most of its
  stores to Vons, in exchange for a 30 interest in
  the company.

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1990s

• Safeway expanding through acquisition of Randalls
  and Tom Thumb in Texas, and Genuardis in the
  northeast.
• 1996 Safeway exercises an option to purchase the
  Southern California Vons stores (in which it had
  held a 30 stake since the 1980s)
• Safeway also purchased Carr's and Dominick's
  chain.

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Today
Lifestyle Stores

• Shifts to "brand-focused identity."
• Initial plans calls for 450 Lifestyle stores
• Heavy redesign of store layout, new employee
  uniforms, sushi and olive bars, and the addition
  of in-store Starbucks kiosks.

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Introduction to a new reading and entertainment
zone

• Standard female view and reach demonstrated.
• Lighting aids in overall category highlight.

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Research and development of new reading center to
integrate in the lifestyle format
Clamshell
Overhead Posters
Front Shelf
Feature Tower
Feature Spinner
Feature Tower
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Elements considered within the Safeway Lifestyle
store look and feel

• In-Store signage
• Lighting
• Graphics Package
• Color warmth

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