Asda has introduced a program to transform 116 convenience stores purchased from the Co-op Group last year into its Asda Express convenience brand.
Initially, 11 locations have already been rebranded as Asda Express, and the remaining 105 sites are expected to undergo conversion by the end of the first quarter (Q1) of 2024.
With the aim of becoming the UK’s second largest supermarket, Asda acquired 132 Co-op sites in a £438 million deal last year. This move aligns with its long-term strategy to enter the fast-growing £40 billion convenience market.
Regulatory approval for the acquisition was granted by the Competition & Markets Authority in June 2023, following Asda’s agreement to divest 13 sites to fulfill competition requirements.
Andy Perry, who managed the acquired Co-op sites during the regulatory approval process, has joined Asda as VP Convenience.
Mohsin Issa, co-owner of Asda, mentioned: “The initiation of our conversion program marks an exceptionally thrilling moment for our company, accelerating our presence in the rapidly expanding convenience market. We are eagerly looking forward to bringing Asda’s excellent value in fuel and groceries to numerous communities across the UK, while also extending a warm welcome to over 2,000 former Co-op colleagues who will be joining the Asda family in the upcoming months.”
The converted Asda Express stores will offer a selection of up to 3,000 branded and own-label products to cater to various customer needs, including “top up” shops for essential items like milk and bread, on-the-go lunches, and cooking dinner from scratch.
According to Asda, the average base prices in the current Express stores are 8.9% lower than those of The Co-op.
Stores Open in Various UK Locations
The stores have opened in different areas of the UK, including Yorkshire, Leicestershire, Lancashire, Somerset, London, Scotland, and Devon. The complete list of locations includes:
- 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
In addition to the recently rebranded Asda Express stores, the supermarket currently operates three standalone Express stores in Sutton Coldfield, Tottenham Hale, and Calne. Upcoming sites, including Manchester Oxford Road and Romford Station, are slated to open in the coming months. Asda also confirmed that its acquisition of EG Group’s UK convenience estate is on track to be finalized in the last quarter of 2023.
