Exclusive: All is good at new ‘all good’

The new all good fascia has taken London’s high streets by storm, offering a refreshing, clutter-free, and modern take on convenience retailing. With sleek, thoughtfully curated designs, it’s not just another fascia but a bold statement in the retail world.

Following the success of its locations in Buckingham Gate, Moorgate, Holborn, Islington, and a brand-new store near Monument, four more stores are set to open soon, expanding the estate to nine stores.

As the new fascia heads for further growth this year, the focus is expected to remain on London’s West End, Midtown, City, and Shoreditch, strengthening its presence in high-footfall areas.

The look and feel of the brand is created and unveiled by SomeoneCreative Head of Design Davinder Jheeta.

Speaking with Asian Trader, Jheeta shares, “SomeoneCreative was appointed as lead designers for the group in 2023.

“As a customer centric studio, we appraised sales data and customer feedback from existing estate stores and designed a new brand and interior aesthetic for the London-based retailer.”

With a neat and sleek look, the fascia is quite eye-catching and has been creating quite a buzz on the London high streets, making shoppers stop in their tracks. It is a wholly independently owned chain.

Jheeta says, “They (store owners) all believe in convenience first. They understand the nature of their fast transient customer base. Therefore, they prioritise speed of service and availability.”

The merits for an entirely new independent fascia were “overwhelmingly favourable”, adds Jheeta.

The new all good fascia has been created to highlight the independent retailers and their work which often gets buried under wholesalers and symbol group influence.

“We felt that often, the good work of independents gets presented as the work of wholesalers or symbols. While some symbols support their retailers, I frequently meet retailers who feel they are just a volume play.

“The aim with all good is to allow independent retailers to invest in themselves,” Jheeta explains.

“Therefore, when a multisite retailer decides to invest in their estate, I suggest they invest in themselves too.

“I have previously created both groups, and independent fascias so I am well versed in the merits and shortcomings of both," Jheeta tells Asian Trader.

The response from the customers has been positive so far, filled with surprise. The curb appeal is such that is making shoppers stop and have a look.

“Shoppers are loving all good. It’s just where they need it to be exactly when they need it. It’s the tagline of all good.

“Shoppers particularly love the bright, clean and friendly spaces. The store’s aesthetic is really captivating customers from the busy streets of London.”

The new fascia is not only about new look, but also resonates with a fresh approach and thinking.

Some stores are 24 hours and provide additional services such as fast charging pods, suitcase storage and key drops and much more.

“They have recently begun retailing premium spirits with some of the more popular ranges retailing over £500. They custom gift wrap them for customers and deliver,” says Jheeta.

Just like its aesthetics, all good’s range is also unique and outstanding.

Apart from the basic essential line, all good fascia stores have special focus on snacking and soft drinks. Snack options are available from all corners of the world to cater for all the tourists.

The stores also have a great selection of beers, wines and some fine spirits.

Cigar stations, vapes and tobacco are another focal point of these stores. They have a core range of health and beauty too. The focus when ranging is to stock what customers want and need, with a few surprises.

The stores will also have a new dedicated coffee line, building on the success of the fine whiskeys.

The bulk of the supply is currently coming from Bestway along with some select London suppliers to support the ranges. They are continually reviewing the supply chain.

The chain of stores is currently advancing its technology in stores, with media screens and shelf edge labels. The stores are still looking for innovative suppliers who can help them highlight their brands in super high footfall locations.

Some of the larger stores incorporate another group owned brand TheGiftCo, which provides a plethora of souvenirs in store with tailoring options available in store.

“The idea is basically ‘memories for you, gifts for them’,” adds Jheeta.

With fresh aesthetic, premium product mix, and customer-first approach, all good seems to be ushering in a new age of modern independent convenience stores.