Sainsbury’s opens new format superstores
Emphasis on value at next generation Savacentres
June 1 2002
Sainsbury’s is to trial a new superstore format at six sites under a redesigned Sainsbury’s savacentre brand.
The first of the new stores has opened in Northfield, Birmingham.
The new format puts a much stronger emphasis on value, aiming to attract family shoppers with a simpler food range at competitive prices, and has an increased non-food range. The stores will stock the full range of Sainsbury’s Economy products, as well as selected products from other ranges such as Taste the Difference, along with other new, family sized, food products.
At Northfield, almost a third of the sales space is dedicated to non-food. This includes a household range, electrical and cookware items, toys, Adams children’s clothing, and the new Jeff & Co Essentials range of 300 value clothing items.
The value format takes Sainsbury’s into territory occupied by rival supermarket operator Asda, which has grown considerable market share, some of it at Sainsbury’s expense, over the past decade.
Sara Weller, Sainsbury’s assistant managing director, said: “The trial will aim to win customers who, although attracted by the quality of our food, previously had not considered shopping at Sainsbury’s and also satisfy existing, local customers better.”
