Asda Express - Sutton Coldfield Pic1

Asda has announced plans to open more than 30 standalone convenience stores under a new Asda Express brand.

The first two stores will open at Sutton Coldfield on 8 November and Tottenham Hale, London, on 6 December.

The retailer plans a further 30 sites, creating about 500 new roles, next year.

It said the “test and learn” approach was part of its ambition to develop a major convenience model, a key element of its strategic vision to become the UK’s second-largest supermarket.

Its billionaire owners the Issa brothers have already opened more than 50 roadside Asda on the Move stores at garage forecourts operated under its EG Group banner.

Asda is also acquiring 132 forecourt-based c-stores from the Co-op, in a move it expects to go through this month after a CMA review.

The Grocer revealed in June that Asda was moving closer towards the launch of its own c-store operation, after it posted a raft of job adverts for convenience roles.

Today the supermarket said the Asda Express format would offer customers over 3,000 products across groceries, hot and cold ‘food for now’ and Leon coffee ‘to go’.

It added that with sales in the convenience sector forecast to grow by 13% to over £50bn by 2027, ther was a significant opportunity to grow sales and market share in a sector where it currently had a limited presence.

Both Asda Express stores are purpose-built and situated in residential areas and will offer ‘to you’ parcel collection and return services and, shortly after opening, rapid delivery service through Uber Eats.

“The launch of our first two Asda Express convenience stores is a landmark moment for our great business and a key step on our journey to bring Asda to more customers in more communities right across the UK,” said Asda co-owner Mohsin Issa.

“The stores have been designed to cater for a broad range of customer needs – whether that’s popping in for a pint of milk, grabbing a spot of lunch on the go, or buying the fresh ingredients to cook dinner from scratch. We’re confident customers will find everything they need in these stores and enjoy the convenience of having a new type of Asda store on their doorstep.

“I’m delighted to welcome the new colleagues at Sutton Coldfield and Tottenham Hale to the Asda family – leading us on our first steps into this market and am grateful to all the colleagues who have worked with such pace and enthusiasm to bring this vision to life for Asda.”