XL plans over 20 new store openings in 2016

John Moane, managing director, BWG Foods Wholesale, speaking at the XL Retail Forum, 'Fresh Thinking'

Retail brand targeting 5% uplift in sales across nationwide store network



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28 April 2016

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XL is planning to add more than 20 new stores to its network by the end of the year as part of its national growth strategy, which resulted in 23 new store openings in 2015.

The XL network currently has approximately 240 stores nationwide, providing employment to over 2,400 people. The brand has added more than 100 stores over the past four years, making it the fastest growing grocery retail brand in Ireland.

Included in this year’s growth strategy is a target of 5% uplift in like-for-like sales across the XL network which would bring retail sales to €312 million per year.

John Moane, managing director, BWG Foods Wholesale, said the group feels this target is “achievable in line with improving market conditions and because XL is a very attractive proposition to independent operators”. He added that “XL has proven itself to be a very powerful brand, continually evolving alongside consumer expectations, and we will remain focused on the price and value agenda, which has been one of the key determinants of XL’s success to date.”

“We will continue to invest in the XL network, at supply level, through the continued upgrade of the nationwide Value Centre wholesale network, and at local level through store development, brand marketing, and category development with a specific focus on enhanced fresh, chilled and coffee offerings,” Moane added. “There has also been considerable investment in the BWG chilled supply chain. It’s this commitment to continued investment which is helping the brand go from strength to strength.”

BWG Foods will continue its successful ‘Enhance Your Store’ initiative, through which the company co-invests towards the cost of individual store refurbishments.

The announcement follows the annual XL Retail Forum, ‘Fresh Thinking’, where over 200 attendees gathered to hear from BWG Foods’ management about plans for the brand over the next 12 months including an enhanced focus on fresh food and store standards.



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