Spanning 800 sq m and boasting on-site butchers and bakers, every design element of Pioneer’s latest store was developed using 3D visuals, samples and prototype units

While Pioneer Foodservice can trace its origins back almost 150 years, the design of its newest store is very much 21st century. 

The business began in 1878 as a market stall selling pots and pans. Expansion into potted meats was its first step into becoming a major fresh meat and foodservice operator in the north of England and southern Scotland, now employing 350 staff.

In addition to three depots, the company operates retail sites in Fisher Street in the centre of Carlisle, a community store in Harrington and, most recently, a store and coffee lounge in Rosehill, Carlisle.

Pioneer selected Sheffield-based HK Interiors to undertake the design and fit-out of all customer-facing areas of the Rosehill site.


It features an industrial theme of concrete, timber and slate, with an injection of modern style through the use of copper features and panelling. Every element of the design was developed using 3D visuals, samples and prototype units.

“Our designers worked hard to make sure that not only would the store have the aesthetic impact for customers but that it would be efficient and practical for Pioneer for day-to-day operations,” says HK Interiors operations manager Natalie Boot.

The flow of the retail shelving was calculated from a customer point of view using 3D visuals to create walk-through videos of all the shelving areas and customer routes. This helped finalise details such as product location and layout, feature display placement, aisle widths, and shelf heights and depths.

Rosehill PIC 3

More than 50 m of bespoke industrial-style adjustable display shelving was manufactured for the project, using mild steel framing, timber shelves and sprayed copper mesh end panels. Feature product area displays, such as fruit & veg units, bulk product display and multideck/freezer housings, were manufactured with feature cedar shingle mansard-style roofs

Rosehill Pic 2

The servery counters and self-service multidecks were clad in bespoke panelling sprayed in a copper finish that was also used for signage, joinery and metalwork to ensure continuity of finish throughout

Rosehill PIC 1

Other features include inset digital PoS screens to servery walls, specialist food retail lighting, large high-level PoS frames, individual timber beam cladding to high-level walls and water jet-cut tiles for the fish counter area, specifically designed to echo the idea of fish scales

Rosehill PIC 4

The main retail area consists of a slate-effect tile perimeter floor, guiding customers around the fresh counters such as salad, fish, butchery, delicatessen and bakery. In the centre is a bordered floor in herringbone-laid timber-effect tile showcasing the ambient retail shelving

Rosehill pic 5

The 1878 Coffee Lounge was named after the year of the company’s inception. Pioneer wanted the evolution of the company represented as part of the design. A timeline features key images and dates from the company’s history. The coffee lounge floor is a timber-effect finish with copper highlights that cuts in to hexagon porcelain tiles forming a walkway around the servery counter. The front of the counter was designed and machined to a template to allow the hexagon tiles to be laid to flow up the counter front



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