The latest store, in Ashington, West Sussex, is larger than the first in Barry, South Wales, at 2,000 sq ft, and was described by marketing director Sally Nichols as a typical c-store in a village location.
Like Barry, Ashington incorporates wide aisles, low gondolas and and new signage to give the store an open, easy-to-shop appeal, said Nichols.
However, using the extra space, magazines have been moved to the back of the shop, with browsing space in front, and the Alldays Movie Nights home video offer has been included.
Interviews with customers at Barry were very positive, said Nichols, but they said promotions were difficult to find, so the prominence of their signage in Ashington has been raised.
A third new store will open in Stoke in mid October, where Nichols said she hoped introduce "a bit of drama" for customers using merchandising.
Nichols said there were no further plans for new stores this year.