Cider available on draft at expanded Bells Nisa in Kidderminster

A family grocery store in Kidderminster has relocated and doubled in size, including a bespoke off licence that offers cider on draft.

Jordha Sanghera, owner of Bells Supermarkets of Habberley, decided on the expansion after a spike in trade during the pandemic.

“I’ve been planning this store for a long time – it’s something we’ve always wanted to do – and the time was just right because of the extra customers and increase in sales,” Sanghera said.

The store, a Nisa Local, has been serving shoppers in the area for more than 15 years and always traded well. When Covid struck last year, demand from customers grew dramatically, necessitating the refurbishment.

The existing store has now moved to bigger premises further down the same parade of shops offering increased selling space and storage and enabling Sanghera to introduce a host of new products to his range.

The store boasts a bespoke off licence comprising a 5m backlit LED spirit counter, beer zone, bottled cider, as well as cider on draft, hot food counters and 16m of chillers – up from 7m at the previous store.

The new store also has added more products from local suppliers into its range, including freshly baked goods, Tango Ice Blast, Costa Coffee and a wide range of draft ciders.

There is an in-store vape shop, an extended flower and plant section and a much larger range of gluten-free and vegetarian food options.

Sanghera said shoppers are delighted with the new store, reflected in sales growth across all categories and a healthy increase in basket spend.

“We have shoppers who were shopping with us before who are buying more from us now as well as new customers coming in and buying from us. We have a much bigger range and some exciting offers that are bespoke to us and are really attracting shoppers,” Sanghera added.

“You’ve got to be innovative and think outside of the box. I like to think we can take the best bits of the multiples and then use our ideas and our freedom to do the next steps that make us special and help us to stand out – it’s a great position to be in.”