Sainsbury is on track to increase sales by £400m in the next two years in its convenience division, as it ramps up its conversion programme in the fastest growing area of its business.
The rebranding to Sainsbury’s Local of the five-store Shaws Supermarkets chain that it bought in April has been completed, bringing the number of stores in the format to 80.
By the end of the year, a third of Locals will have undergone remodelling to the new design, which features wider aisles, lower shelving, improved ranging and new signage.
Sainsbury intends to grow its convenience division from 290 to 400-450 stores by March 2008. At the same time, the division will grow its Sainsbury’s At fascia under the brand names of its acquired chains, Beaumonts, Bells and
Jacksons. So far 50 stores have been rebranded.
Chief executive Justin King said Sainsbury’s At branded stores were achieving average sales uplifts of 25%. “That is clear proof that it’s what customers want. Bells and Jacksons were two of the best convenience operators in the country and Sainsbury’s brand has still been able to grow their sales.”
Newly acquired stores in the heartlands of the three operators are also taking the fascia. A 3,500 sq ft former Your More Store in Middlesborough is to re-open as Sainsbury’s At Bells in January.
Rachel Barnes