Asda launches 'Asda Express’ to tap into convenience sales

Asda has today (18) announced plans to open its first two standalone convenience stores before Christmas, under a new ‘Asda Express’ brand.

The Asda Express stores will open at Sutton Coldfield on Nov 8 and Tottenham Hale, London, on Dec 6, creating 37 new jobs in the local communities they serve. Asda plans to launch a further 30 sites, creating about 500 new roles, next year, as part of a ‘test & learn’ approach to developing its convenience model – a key element of Asda’s strategic vision to become the UK’s second largest supermarket.

With sales in convenience stores forecast to grow by 13 per cent to over £50 billion by 2027, Asda has a significant opportunity to grow sales and market share in a sector where it currently has a limited presence.

Both Asda Express stores are purpose built and situated in residential areas giving customers the opportunity to shop in convenient neighbourhood locations. Each store will stock around 3,000 products, including a comprehensive range of fresh, ambient and chilled groceries, as well as products from Asda’s premium Extra Special range and a broad selection of beers, wines and spirits.

Mohsin Issa, Asda’s co-owner, said that the launch of our first two Asda Express convenience stores is a landmark moment.

“The stores have been designed to cater for a broad range of customer needs – whether that’s popping in for a pint of milk, grabbing a spot of lunch on the go, or buying the fresh ingredients to cook dinner from scratch. We’re confident customers will find everything they need in these stores and enjoy the convenience of having a new type of Asda store on their doorstep.

“I’m delighted to welcome the new colleagues at Sutton Coldfield and Tottenham Hale to the Asda family – leading us on our first steps into this market and am grateful to all the colleagues who have worked with such pace and enthusiasm to bring this vision to life for Asda.”

The new Asda Express stores are wholly owned and operated by Asda. They are separate from the Asda On the Move convenience sites, which are located on garage forecourts owned and operated by EG Group.

They are also separate from the 132 convenience stores that Asda is acquiring from the Co-op Group. This transaction is expected to complete at the end of this month and will then go through the CMA’s competition review process.