Union Market, which is a cross between a farmers' market and a supermarket, will open in Fulham, west London, in July. The 5,500 sq ft store is situated in the Grade II-listed former Fulham Broadway underground station and plans to promote the best of British seasonal foods.
All the bread, bakery and fresh meat will be sourced from the UK, as well as 90% of cheeses and 80% of fresh veg, increasing to nearer 100% in the summer.
Cheeses will be sourced from Neal's Yard Dairy, free-range pork from Butter-cross Farm in Shropshire, oak-smoked turkey from Adlington in Warwickshire and bread, pastries and cakes from The Bread Factory and The Flour Station. Seasonal fruit and veg will be supplied by small family farms accredited to the Linking Environment and Farming scheme, which ensures best agricultural, environmental and biodiversity practice.
Founder and commercial director Tony Bromovsky is also looking to open Union Market stores in other venues. Bromovsky, who worked on a range of corporate finance mandates covering food production and retailing, has received backing by London investment firm Odey Asset Management, as well as investing heavily in the venture himself. He has played a leading role in a number of successful start-ups including a healthcare company and a sweet wine.
Retail director Martyn Barrett has 15 years of retail experience, including two years as a Tesco fresh food trading manager, during which he supported two store openings. He most recently worked at Selfridges as food hall manager for six years, where he opened the Birmingham store and managed the Oxford Street food hall.
"Union Market's proposition is about traceable, natural, regional, high-quality, best-practice British food," Bromovsky said.
"We want to deconstruct the old drab supermarket model and replace it with the fun of shopping and eating in a beautiful food hall that reflects timeless rural values and practices."