JHP takes Somerfield upmarket

Somerfield is giving itself a more upmarket look with three fresh store formats, created by JHP, expected to become the staples of the supermarket’s store design over the next five years.

The group has named and created two sub-branded offers, Market Fresh and Essentials, in addition to a ‘progressive’ format that will become the ‘benchmark’ for larger in-town Somerfield outlets.

All the concepts are targeting the ‘top-up’ shopper to varying degrees as the company sees its best growth opportunities in the convenience sector.

‘With our predominance in high street areas, we’re focussing our efforts on ensuring we have the right offer to suit that locality,’ says a Somerfield spokesman.

Market Fresh, which will be around 465m2 in size, has a contemporary feel, with dark timbers, slate-like floors and detailed deli-type script on fresh produce.

Targeting affluent urban consumers, it ‘reflects the celebrity chef world we live in’, says JHP managing director Steve Collis.

Essentials caters for local food shopping trips. Both the sub-brands are ‘descriptive of what they do, rather than where they are’, Collis adds.

Somerfield head of convenience formats Steve Tremlett says a ‘common brand platform’ is provided for all three concepts via JHP’s ‘graphic identifer’ (pictured).

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