As part of its strategic move into the fast-growing convenience market, Asda has begun rebranding the first 11 out of 132 sites it acquired from the Co-op last year. These sites will be renamed 'Asda Express.' The remaining 105 locations are scheduled to undergo rebranding by the end of the first quarter of the following year.
This expansion was a significant step in Asda's long-term plan to establish itself as the UK's second-largest supermarket and capture a share of the rapidly growing £40 billion convenience market. The acquisition of these sites received regulatory approval from the Competition & Markets Authority in June, with the condition that Asda would divest 13 sites to address competition concerns.
Mohsin Issa, Asda’s co-owner, said: “The launch of our conversion programme is an incredibly exciting moment for our business and accelerates our presence in the fast-growing convenience market. We look forward to bringing Asda’s great value in fuel and groceries to many more communities across the UK and to welcoming over 2,000 former Co-op colleagues to the Asda family in the coming months.'
The rebranded Asda Express sites are set to offer a diverse selection of up to 3,000 branded and own-label products, catering to a wide range of customer needs. Shoppers will find items for 'top up' shopping, including essentials like milk and bread, as well as options for grabbing a quick lunch on the go or sourcing ingredients for preparing a meal from scratch.
Asda also assures customers of cost savings, as the base prices at its current Express stores are, on average, 8.9% cheaper than those at The Co-op.
These new stores will be accessible in various regions across the UK, encompassing Yorkshire, Leicestershire, Lancashire, Somerset, London, Scotland, and Devon. The full list of locations include:
Milnsbridge – Manchester Road
Ellistown – Midland Road
Locking – Locking Moor Road
Hillingdon – Uxbridge Road
Nether Poppleton – Great North Way
Birkhill – Dundee
Mytholmroyd – Burnley Road
Plymouth – Wembury Road
Bramley – Horsham Road
Chorley – Moor Road
Gosforth- Rotary Way
Alongside the recently rebranded Asda Express stores, the supermarket currently operates three standalone Express stores located in Sutton Coldfield, London (Tottenham Hale), and Calne. Future store openings are planned, including sites at Manchester Oxford Road and Romford Station, expected to open in the coming months. Asda has also confirmed that its acquisition of EG Group's UK convenience estate is on track for completion during the final quarter of this year.
Andy Perry, who ran the acquired Co-op sites while the acquisition received regulatory approval from the CMA, has joined Asda as VP Convenience and will utilise his extensive experience to support Asda as it accelerates the expansion of its convenience business.