Landmark Wholesale has begun trials on two new convenience store formats under its Lifestyle fascia in a bid to help its retailers compete more effectively against discounters and rival symbols.

The group has launched its first Lifestyle Value format at Bariesh and Yogesh Kumar’s Fairway Post Office & Stores in Port Talbot.

The revamped business will focus on offering greater value for money to shoppers with an increased number of product deals, pound zones and promotional bays.

The new store formats enable retailers to offer exactly what their customers want and need, tailored to their trading locations

In addition, Wolverhampton retailer Suki Bains has converted her store to Lifestyle Extra, a premium format offering shoppers a full range of chilled, fresh and frozen food alongside impulse lines.

Stuart Johnson, retail controller at Landmark, said: “With the constant threat of Aldi, Lidl and the variety of pound stores, we need to equip our retailers with the best possible stores in order to fight back.

“With such a strong focus on value, the new store formats enable retailers to offer exactly what their customers want and need, tailored to their trading locations.”