20 for 2020: Amid record sales, Centra announces major expansion
The Musgrave Group, which operates the Centra store brand, has announced record sales of €1.7bn for 2019, and plans to open 20 new stores in 2020, creating hundreds of new jobs in the process.
Print3 February 2020
Centra surpassed a sales milestone in 2019, recording a 4% year-on-year increase to cement its status as market leader in the convenience retail space. Amid sales of €1.7bn, the group has announced a major new expansion plan for 2020. 20 new stores will be opened this year, adding almost 500 jobs to the network. Meanwhile, a major project to revamp existing stores around Ireland will be enacted, as part of an investment of €27m.
In announcing the 2020 project, Centra cited its ongoing success to the 2016 brand repositioning that saw an increased focus on healthy innovations in fresh food-to-go across the network. The pivot paid off, with footfall increasing across the board as consumers sought to experience Centra’s vegan and vegetarian offerings for breakfast, lunch and dinner, and more.
The overall hot food-to-go category fared particularly well for Centra in 2019, increasing by 13%. Meanwhile, Centra’s “Inspired By” gourmet range was recognised as the number one convenience range at the prestigious Great Taste and Blas na hÉireann awards this year.
Announcing the project at Centra’s annual conference at the Great Southern Hotel in Killarney, Co. Kerry, Centra managing director Martin Kelleher said that Centra’s growth was a result of the brand repositioning, which saw consumers view Centra as a destination store. “We’re seeing increased footfall as groups of consumers eat together in-store or do top-up shops for dinner,” Kelleher said. “We want to surpass shoppers’ expectations by rolling out new innovative and healthy ranges and ensuring our customers have a great experience in our stores.
“We could not deliver any of this without our retailers,” he continued, “who are some of the best entrepreneurs in Ireland. They have embraced our new ideas and also shared their own innovative solutions with us. As a result, Centra continues to lead in the convenience market.”
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