Lioncroft Wholesale is on the mission of expanding its Lifestyle Express estate with the latest addition coming from Tipton in the form of a new store conversion.
The Tipton store is the latest addition to Lioncroft’s programme of new-look Lifestyle Express stores across the West Midlands.
The store, which opened on Saturday (Sept 19), has been refreshed under the Lifestyle Express fascia to give shoppers a modern convenience offer alongside an expanded frozen range through Iceland Local.
Located at 126 High Street in Princes End, Tipton, Simply Convenience is operated by Simply Convenience Retail Ltd, an active convenience retail business registered at the same address. Companies House records show the business was incorporated in 2024.
Iceland Local combines frozen, chilled and ambient products in convenience and forecourt locations, offering shoppers a condensed version of the Iceland proposition focused on value and convenience.
The revamped store has been designed to give customers greater choice under one roof, with the launch also featuring a customer giveaway, branded merchandise and a raffle for a mountain bike.
The launch reflects Lioncroft's wider push to develop its Lifestyle Express estate. The wholesaler's symbol group provides retailers with a modern fascia, promotional support, branded POS and access to Unitas' own label brand Local Living range.
Earlier this year, Lioncroft Wholesale annnounced the launch of a major refurbishment programme across its Lifestyle Express stores estate as it looks to strengthen its position in an increasingly competitive wholesale and convenience retail market.
The refit programme has begun with the Lifestyle Express store on Marsh Lane in Erdington, with further refurbishments planned across the symbol group's 340 stores.
The latest addition in Tipton comes a month after the wholesaler announced the revamp of two stores in the West Midlands, with the format featuring full Lifestyle branding across shopfronts, signage, carrier bags, baskets and staff uniforms.
Lioncroft said at the time that more stores were in the pipeline, signalling further expansion of the redesigned Lifestyle Express proposition across its estate.