Asda opens UK’s first ‘Asda Express’ C-store in West Midlands

Asda last week opened its first standalone ‘Asda Express’ convenience store in the country in Sutton Coldfield in the West Midlands.

The opening has created 17 new jobs in the local community. A second Asda Express store will open at Tottenham Hale next month, following by 30 sites next year.

The launch of the Asda Express stores are part of Asda’s long-term strategy to become the UK’s second largest supermarket by establishing a presence in the fast-growing convenience sector.

The new store in Sutton Coldfield is purpose built in a residential area. It stocks around 3,000 products, including a comprehensive range of fresh, ambient and chilled groceries, as well as products from Asda’s premium Extra Special range and a broad selection of beers, wines and spirits.

Customers can also enjoy a range of hot and cold ‘food for now’ options from Asda and partner brands including Leon, plus ‘food for later’ choices such as ready meals and a selection of £10 meal deals for two people, Asda said in a press release.

Mohsin Issa, Asda’s co-owner, said: “The launch of our first Asda Express convenience stores is a landmark moment and a key step on our journey to bring Asda to more customers in more communities right across the UK.

“The stores have been designed to cater for a broad range of customer needs – whether that’s popping in for a pint of milk, grabbing a spot of lunch on the go, or buying the fresh ingredients to cook dinner from scratch. We’re confident customers will find everything they need in these stores and enjoy the convenience of having a new type of Asda store on their doorstep.

“I’m delighted to welcome the new colleagues at Sutton Coldfield to the Asda family – leading us on our first steps into this market and am grateful to all the colleagues who have worked with such pace and enthusiasm to bring this vision to life for Asda.”

The new Asda Express stores are wholly owned and operated by Asda. They are separate from the Asda On the Move convenience sites, which are located on garage forecourts owned and operated by EG Group.

They are also separate from the 132 convenience stores that Asda has acquired from the Co-op Group. This is currently going through the CMA’s competition review process.