Today’s store conversions double

The new design features a silver colour-scheme, replacing the previous red branding

Callaby Stores in Alford Today’s stores revamp refresh rebrand fascia

The number of stores that have converted to the refreshed Today’s fascia has more than doubled since its launch in February. 

Providing an update on its rollout, Dee Bee Wholesale commercial director Collin Billing told Better Retailing: “We are continuing the rollout and are now up to around a dozen stores, with more to come. The new design has been very well received and is helping recruit new customers to the Today’s brand.” 

Only five stores were given the more premium design on its initial rollout several months ago, with Jason Callaby’s store in Alford, Lincolnshire, being the first to convert. 

It features a silver colour-scheme, replacing the previous red branding. It also promotes fresh and chilled products more, encouraging customers to increase their average basket spend and make larger supermarket-style purchases. 

Dee Bee now oversees the development of the Today’s fascia, a role previously held by its parent company, Unitas Wholesale. The initial rollout is being used to determine Dee Bee’s approach to a wider conversion across the Today’s estate. 

Callaby told Better Retailing the redesign had a positive effect on fresh produce and meat sales across his store, helping him towards achieving a sales goal of more than £40,000 per week. 

Read more Today’s symbol group news


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