Sugro unveils new “regionally clustered” retailer fascia

Sugro UK, the Cheshire-based wholesale buying and marketing group, has unveiled a new retailer fascia called Nearbuy (to be known as Sugro Convenience in Northern Ireland). There are currently 18 Nearbuy stores in the South-West of England.

Sugro UK, the Cheshire-based wholesale buying and marketing group, has unveiled a new retailer fascia called Nearbuy (to be known as Sugro Convenience in Northern Ireland). There are currently 18 Nearbuy stores in the South-West of England.

Sugro MD Philip Jenkins said the new fascia had become really possible following the Sugro Retail Group’s joining Nisa last month. “We can now take advantage of Nisa’s fantastic fresh, chilled and produce offer,” he told Wholesale News.

Jenkins added that Nearbuy would “not just be a numbers game”. “It’s all about ‘cluster marketing’,” he said. “We are aiming to have a number of stores ‘clustered’ in a particular area, supported by strong local advertising in newspapers and other media. We have no intention of diving into national marketing at this stage. Stores are carefully assessed and chosen based on their ability to offer frozen, chilled and fresh and comply with promotions.”

Once the South-West cluster is established, Sugro is also looking at setting up Nearbuys in South Wales, Bristol, Birmingham and Manchester.

Jenkins also said that Sugro’s sales in the first half of 2012 had been extremely positive, rising by 12% year-on-year, although the second half of the year was “anyone’s guess”.

Sugro also announced last week the retirement of trading director Mike Sonia. Sonia leaves on 31 December, meaning that head of retail and business development Ian Irvine and David Milligan, head of wholesale buying and marketing, will both report directly into Philip Jenkins.

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