Aldi has made a move into the convenience market by opening a smaller-than-usual store in North London.

On Thursday, the discounter launched its new format on the site of a former Peacocks store on Kilburn High Road (above), measuring 7,000 sq ft.

Aldi has previously always looked for stores that are at least 10,000 sq ft and can offer parking. However, the new format shows Aldi is keen to target a slice of the burgeoning convenience market, which is becoming dominated by Tesco and Sainsbury’s.

It will also enable it to keep growing: the most recent set of Kantar Worldpanel figures for the 12 weeks to March 17 showed Aldi’s market share standing at a record 3.3% while sales were up 30.8% year on year.

The new Kilburn store will keep longer opening hours than usual at Aldi’s shops, opening from 7am until 10pm.

Shoppers queued outside the store on opening day to take advantage of a number of opening offers, Aldi said.

The headline of this article was amended at 15.58 and the article was updated to include more detail on the store opening.