XL plans 30 new store openings in 2014

BWG's XL brand expects to have 240 stores in total by the end of the year
11 June 2014
BWG’s XL brand has announced that it is planning to add 30 new stores to its network by the end of the year as part of its new growth strategy for 2014/2015.
The 30 new stores will be located across the country, and by year-end there are expected to be 240 stores in total, providing employment to approximately 2,500 people locally. The brand has added 90 stores over the past three years, making it the fastest growing retail brand in Ireland.
Making the announcement, John Moane, managing director of BWG Food’s Wholesale Division said the brand had made a commitment to continued investment, noting: "We continue to invest in the XL network, at supply level, through the continued upgrade of the nationwide Value Centre network, and at store level, through enhanced technology solutions, category management tools, and promotional support."
Managing director of BWG Foods, Willie O’Byrne attributed XL’s ambitious growth strategy to the fact that: "XL has proven itself to be a very resilient brand, continually evolving alongside consumer expectations, and we will remain focused on the price and value agenda, which has been a key determinant of XL’s success to date."
BWG Foods also said it would be continuing the very successful ‘Enhance Your Store’ initiative, through which the company contributes up to 50% towards the cost of individual store upgrades. It also revealed plans to prioritise the roll out of a new deli concept, which since its introduction has resulted in a 15% uplift in category sales.
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