‘Local’ Sainsbury’s stores by Fitch

Fitch has developed Sainsbury’s new “Local” store format, due to launch this summer in retaliation to Tesco Metro. Meanwhile, rival retail consultancy 20/20 continues to work on Sainsbury’s overall brand review.

Sainsbury’s was known to have appointed Fitch last year (DW 3 October 1997), but had kept a tight lid on the nature of the project. Fitch director Zuilmah Wallis confirms Fitch has developed the new store format, but declines to comment on further details.

The first Sainsbury’s Local store will open in Fulham Palace Road in June, with further trial stores planned in Kent and Hampshire. All will be of less than 300m2, and will stock around 1500 convenience-based product lines.

20/20 was appointed last year to Sainsbury’s brand identity project, one of the largest retail design opportunities of recent years (DW 17 October).

The consultancy is working on a wide-ranging review, and is likely to include at least some store design work.

Meanwhile, 20/20 is developing new store interiors for Homebase, Sainsbury’s DIY chain, working in conjunction with Crabtree Hall/Plan Créatif.

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