Last week saw the arrival of a new convenience supermarket from the Haldane Retail Group (HRG) called UGO.
The store was opened on Biddulph high street in Staffordshire on February 10th by Olympic athlete and former Worlds Strongest Man, Geoff Capes, who will become the face of the UGO marketing campaign.
Capes has been brought in to represent the ‘strength’ of UGO’s deals celebrated on opening day by Capes breaking a link in a yellow chain.
The Biddulph store had until last week been trading under the Haldanes banner but HRG decided it would be a good testing ground for the new UGO format following the opening of a Sainsbury’s in the same town.
Arthur Harris, Haldane Retail Group CEO, said: “We chose Biddulph for the first rebrand to help revitalise town centre trade, which was hit when Sainsbury’s opened on Wharf Road.”
UGO will be offering food, drink and non-consumables at a value rate and hopes to open a further 20 stores in Spring under the advertising slogan ‘UGO… where the prices are low’
Harris added: “With UGO, we want to give people an exciting new supermarket that is bright and friendly.
“Our aim is that customers will able to get their full weekly shop in a compact store, while still offering them the great non-food deals that people have always loved about Netto.
“The opening of the Biddulph store was a great success and we are looking forward to taking the UGO brand across northern England during March and April.”
The new UGO stores will all be converted from old Netto sites, which were all purchased by Asda last month.
Following a ruling by the Office of Fair Trading Asda, was forced to sell off 47 of the 194 Uk Netto stores with HRG taking 20 of the properties.