Retail giant Woolworths’ has announced it will rebrand its entire supply chain function in an effort to evolve the opeation into an end-to-end service provider internally as well  for third parties.

The Woolworth owned supply chain function will be branded as Primary Connect and the company says it is not just for its own retail businesses but an increasing number of external partners.

The company explained one of the main catalysts was the proposed spin-off of its liquor business Endeavour Group.

Primary Connect would become the full-service supply chain service provider to the company’s Endeavour brands BWS and Dan Murphy’s.

“Establishing the Primary Connect platform is a key step in our ambition to build Australia’s next generation supply chain,”  said Primary Connect’s new MD Paul Graham.

“We run the largest and most distributed retail supply-chain network in Australia.

“This size and scale provides us with a unique opportunity to deliver a lot of value to business partners both within our group and beyond.

“But it’s not enough to have a best-in-class network.

“To be successful in growing the platform, we need to deliver world-class customer service and build on our digital offering to deliver safer and smarter supply chain solutions for partners.

“We’ve never been better placed to do so.”

Woolworths’ existing Primary Connect transport business currently services more than 1,000 external customers, including Ingham’s, Kimberly-Clark, Marley Spoon and Diageo.

The transport arm works with more than 70 carrier partners “to optimise freight movements and improve utilisation across its end-to-end network”.

All team members within Woolworths Group Supply Chain will now form part of the expanded Primary Connect team and there are no changes to the existing management team as Primary Connect remains a key part of the Woolworths Group.