Sainsbury’s has opened the doors to its brand new Selly Oak superstore near Birmingham today, but it is more than just another standard branch for the Big 4 grocer.
Ten years in the making, the 67,000sq ft store is a pilot for Sainsbury’s new experimental format and features elements that make it somewhat of a hybrid supermarket and department store.
The new concept hosts a food court, the retailer’s first Oasis concession, a revamped beauty and fragrance section, fully integrated Habitat and Argos stores, as well as the standard supermarket.
The Food Market section is the first-ever where customers can dine-in at Sainsbury’s, thanks to the 180-seat food court area.
Customer can also order from a selection of fast-food concessions – such as Wok Street, Little India Kitchen, Fresh Kitchen, Sushi Gourmet and West Cornwall Pasty Company – along with a larger ready-to-eat, food-to-go range prepared in-store, such as baguettes and self-serve coffee.
In terms of fashion, the new store carries Sainsbury’s own-brand Tu range as well as the first Oasis concession.
Four other stores around the UK will soon have Oasis concessions as well by spring next year, as part a deal that boosts Sainsbury’s fashion credentials beyond being just a supermarket brand.
It also makes it the first time that customers can access Oasis in a supermarket setting.
Jewellery and watches from Argos will also be available directly inside the fashion area.
Additionally, the store’s Argos and Habitat concessions are fully integrated into the supermarket and are being displayed in room settings.
It’s the first time these retail brands, which Sainsbury’s acquired in 2016, have been integrated in such a way as they are usually sectioned off as separate units in other Sainsbury’s stores.
As such, the Selly Oak store features a new and revamped fragrance and beauty section that offers a number of premium brands in-store.
“Our new Sainsbury’s at Selly Oak has been 10 years in the making and it’s wonderful to see it come to fruition, providing our customers with a fantastic new store,” store manager Tom Belay said.
“Our team of colleagues – many of whom are new to Sainsbury’s – have worked really hard to get the store ready and are now excited to welcome and serve customers. Sainsbury’s distinctive food is at the heart of our store and we hope people will try out our new Food Market.
“It’s also exciting to be a test bed for some new formats in beauty and wellness, Argos and Habitat, as well as introducing popular brands such as Oasis.
“We’ve always been part of the Selly Oak community and we look forward to continuing and strengthening that relationship into the future.”