Source: Alice Leader/The Grocer
The store relaunched in October with the new brand additions
High-profile Costcutter retailer Paul Cheema has seen alcohol and frozen sales soar as his new hybrid format with Wine Rack and Iceland gains traction in the community.
Cheema relaunched the store, located on Elm Tree Avenue in Coventry, in October with the additional brands as he sought to create a “destination store” that catered to the weekly shop.
Alcohol sales have increased by 7% since the retailer partnered with Wine Rack, which is a premium off-licence range operated by Bestway, spanning wines, champagne, spirits, RTDs, quality beers and craft ales. The range has also grown by 12% with help from retail shelving specialist Nabco.
As part of the relaunch, the retailer introduced a beer-to-go hub with a self-serve keg, offering takeaway pints for £4.50 in plastic cups. It is also seeking a licence to serve alcohol on site, with tables and chairs outside the store.
Its new supply stream from Iceland, which brings nearly 240 lines, has pushed up frozen sales by 55%, spanning brands including TGI Fridays, Greggs, Slimming World, and Harry Ramsden’s.
“Iceland is the icing on the cake,” said Cheema. “It’s got the value element that pulls in footfall, which is supported by our premium frozen range supplied by Cook, allowing us to cater to both ends of the customer.”
Across the rest of the store, Cheema has expanded ranges across fruit & veg, meat, dairy, grocery, bakery, and gifting, provided by Costcutter – which includes Co-op own label – and local suppliers.
The business has also invested in “power lines” using an everyday low pricing approach, including £5 prosecco and £1 packs of bottled water.
Cheema said the relaunch created “a store of the future by working with master brands”.
”Having the master brand Costcutter with partner brands in our store gives our consumers the perfect offering,” said Cheema.
“Wine Rack gives the experience to our incredible BWS offering, Iceland offers the incredible frozen food offering in store, the Post Office is a must, and then working with Bestway and the Costcutter brand gives the full offering to our consumers.”
Cheema also runs another Costcutter store with his family at a Texaco forecourt in Tile Hill.
No comments yet