Mace to begin rolling out new concept stores in 2015

Colin Fee, Willie O’Byrne, Alex Banahan, Eugene Fee
Colin Fee, Willie O’Byrne, Alex Banahan, Eugene Fee

The first store to undergo the new design is Fee’s Mace Blackrock, Dundalk



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19 December 2014 | 0

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 yesterday (18 December) 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% 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 will focus on the deli, bakery, butchery, fruit and veg, off licence, and coffee and 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 focus on customer service.

Mace currently has 240 stores across the country.

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