Safeway has unveiled its first hypermarket, with a retail concept
designed to support the company's claims to provide the leading
supermarket experience in the UK.
The 58,000 sq ft store, in Plymouth, Devon, includes Safeway's first
electricals department, selling a range of cameras, CDs, TVs and DVD
equipment, and a browser area where magazines and entertainment products
are on sale.
The electrical products will follow Safeway's promotional strategy with
a guarantee to be cheaper than other retailers.
In another first for Safeway, a dedicated department will offer a broad
range of homewares products, while the hypermarket also boasts the
chain's biggest pharmacy, with a comprehensive health and beauty area,
stocking brands such as Clinique and featuring a nail bar staffed by
It also introduces Safeway's first significant books offer, and an area
for freshly cooked food, sold to be taken away or eaten at an in-store
Safeway chief executive Carlos Criado-Perez said the Plymouth store was
"a major step in the roll-out of New Safeway".
Last month, the chain, which is fourth in the UK market behind Tesco,
Sainsbury's and Asda, reported an 8% rise in interim pre-tax profit and
a 3% increase in operating profit.
The chain has invested heavily in promotions since it scrapped its ABC
Card loyalty scheme at the beginning of last year.