Musgrave Retail Partners GB has completed the rebranding to Budgens of the 13 stores it acquired from the Co-operative Group earlier this year.
The challenging store-opening programme meant opening the 13 stores over 13 consecutive weeks, with a new store opening each week. Following a 12-week planning process, each store was closed for just four days before re-opening as Budgens, having been deep-cleaned, fully merchandised and staff trained on new systems and routines.
Each store opening was supported with a local marketing campaign, including Tesco ‘price match’ point-of-sale, exclusive opening offers, press and radio advertising.
Now that the rigorous store opening programme has been completed, the group will turn its focus to help these stores to continue to drive sales, introduce local products and implement local marketing, where appropriate, to develop the Budgens brand and strengthen its image for value in these new locations.
The stores are located in Holbeach; Honiton; Hedge End; Dodworth; Chingford; Belvedere; Chatteris; Old Catton; Whitstable; Broadstone; Portishead; and Swanage.
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