Recently I found the old match box pictured here. The label proclaims ‘Pricerite Safety Matches‘.
Pricerite were a supermarket chain who had a store in West Street, Bridport where Superdrug is now.
It was a long time ago and my memory is vague so I tried finding out more on the internet. There are plenty of references to a current American supermarket called Pricerite but the British one seems to have been forgotten.
If I remember correctly International Stores took them over and moved into the West Street shop. International subsequently merged with Gateway along with Fine Fare who consolidated there Bridport operation in the larger Fine Fare supermarket that is now the Waitrose store. The old Pricerite/International premises became a Medicare which was a similar format to Superdrug. Medicare were then sold to Superdrug who at the time were owned by the same company as Woolworths.