BWG News

MACE to Begin Rolling out New Concept Store in 2015 including at 14 New Stores

First new look MACE Store launched in Fee’s MACE Blackrock, Dundalk

Leading neighbourhood and forecourt retailer MACE has launched a new concept store to be rolled out in 2015 as part of its ongoing store investment programme, which also includes upgrades and refits. The new look store, revealed today at Fee’s MACE Blackrock in Dundalk, will initially be rolled out to another 30 stores, 14 of which are brand new sites.
Speaking at the launch, Alex Banahan, MACE Sales Director said, the aim of the redesign is to strengthen the brand’s customer appeal in traditional grocery departments, particularly fresh food, bakery and deli.

“We feel the new design meets the needs of consumers in terms of their desire for access to quality fresh goods, whether that is at one of our rural neighbourhood stores or on the move at our forecourt stores. We also believe it puts our retailers in an advantageous position in the marketplace by strengthening their appeal and offer to customers and ultimately having a positive impact on the bottom line. The new design is expected to deliver a significant uplift in sales.”
MACE also announced that it would be continuing its very successful ‘MACE Lift’ initiative as part of its overall store investment programme, whereby BWG Foods (owners and operators of the MACE brand) contributes up to 50 percent towards the cost of individual store upgrades and refits. This five year programme has received a combined €6 million investment from BWG and MACE retailers.

MACE Blackrock retailer, Colin Fee said: “We’re delighted to be the first store in the MACE network to launch the new look and we’ve had a great reaction from customers, in particular our traditional ice cream parlour which is unique to this location. The investment we’ve made in the store helps us to be competitive and cater to our local community.”

The new MACE store concept look and feel will be consistent across the network’s forecourt and neighbourhood stores but departmental elements will be tailored to suit store formats and local requirements. The main focus areas will be MACE Deli, bakery, butchery, fruit and veg, off licence, and coffee. The new format also has a strong focus on MACE Own Brand.
In line with the latest retail fit-out trends, the new look MACE stores include warmer surfaces, predominantly wooden, a renovated colour scheme, and new signage incorporating the MACE ‘Smiley’ character, reinforcing the retailer’s preeminent focus on customer service.

MACE is Ireland’s longest serving convenience retail brand having opened its first store in 1960. There are currently 240 stores across the country.

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