58|Retail News|December 2014|www.retailnews.ie
Morton’s of Ranelagh
80 Years A Growing! Gary Morton, MD of Morton’s, is justifiably proud of the store’s reputation for quality.
Morton’s of Ranelagh in Dublin is celebrating 80 remarkable years in business.
MORTON’S of Ranelagh began life in the 1930s, when bicycles were the normal mode of transport. It was on a bicycle that Charles Morton used to make his way to the Fish Market in Smithfield, where the fish was delivered by horse and cart. Now we have bus and taxi apps to help get us from A to B, the Millennial generation is about to enter its 30s and while there are still a lot of bicycles around, some of them have been branded by large multi-national companies. Morton’s too has changed greatly during the 80 years since it opened. However, some core, fundamental values have not changed in this family owned and operated business. Nor has the business ever lost sight of the importance of the local community in its success and the role it must play in that community.
Strong Community Identity As a fully independent shop, Morton’s has built up an incredibly strong identity in the Dublin 6 area. It sits squarely at the heart of the relatively affluent Ranelagh/ Rathmines community and it provides its customers with the right product, in the right way at the right price. Retail News spoke to Gary Morton, MD of Morton’s, who explained how the Morton’s name has become synonymous with the best possible quality and service: “Obviously, the shop built up slowly over time. We grew along with the community and evolved as it evolved,” Gary revealed. “It’s a slightly strange thing when your name is over the door of your business: when the work day ends you still carry that name with you, out into your personal life. It makes it even more important to ensure your business conducts itself admirably.” To that end, Morton’s acquits itself very admirably. The interior of the shop is immaculate. Warm and inviting, every single part of the shop has been tailored to create the ideal backdrop to display the quality produce on offer. From Café 21, a small but perfectly formed add-on for customers where they can enjoying fine coffee alongside mouthwatering treats, baked fresh each day in-store, through to the extremely impressive and recently upgraded wine presentation, the store looks great and each section serves the same purpose: to display the real star of the show - the product. Top quality is ubiquitous in Morton’s, from James Lawlor’s butcher to Sheridan’s fishmonger, down to items as small as the own brand orange juice, made from 100% freshly squeezed oranges, and the breathtaking array of cheese, meat, cakes, breads, pies and pre-prepared meals. There is even a full florist service in-store.