Scotland-based retailers Harry and Andy Hayre has opened what is being called as "next level KeyStore" store, bringing a new shopping experience to a busy neighbourhood that was missing a “one-stop shop”.
The 2,400 square feet store, representing a six-figure investment by forward-thinking, tech-savvy young retailers, pushes the boundaries for the KeyStore brand.
Located in a small mixed-use retail development on Kilmacolm Road in the Inverclyde town, the store is the culmination of Harry and Andy’s vision to create a cutting-edge convenience store.
Described by Craig Brown, JW Filshill chief sales and marketing officer, as “next level KeyStore”, the store has a bright open interior featuring custom-made lighting, open ceiling, modern ceramic tiled flooring and refreshed internal signage.
Improved shop flow, sleek chillers and effective merchandising create a welcoming, spacious environment design for today’s customers.
From a cool slush counter and Caffia coffee station to featuring products from local suppliers such as Aulds the baker and award-winning butcher McCaskie’s of Wemyss Bay, this is a destination store with a purpose which is to provide local people with a modern, welcoming, spacious convenience store that they haven’t experienced before.
A key feature is The Beer Cave – not a new concept in convenience but this is the first of its kind in Inverclyde, bigger than most beer caves, and a standout service that creates impact and interest for shoppers.
Working with fifth-generation family business Filshill, a wholesaler which celebrated its 150th anniversary last year, Harry and Andy sat down with business development manager Kieran Dhinsa to start the planning process.
Image from JW Filshill
“It was a no-brainer that we’d choose KeyStore More,” says Harry. “We’ve been with Filshill since 2018 and have family who are KeyStore retailers too so we can also bounce ideas off them and they’ve given us good advice over the years.
"However, I can honestly say that the support of Kieran and Filshill has been exceptional – nothing is too much bother, and they don’t dictate what we should do.
“It’s a partnership that works well. We’re a family business, they’re a family business – they get it. Kieran’s family are also retailers so all that experience, our experience – it all comes together and it’s really a collaboration at the end of the day.”
Having a blank canvas and free rein to realise their vision was exciting for Harry and Andy.
“The whole process took about a year,” Harry points out.
“We’d been looking for a new site for a while – we have another KeyStore More outlet in Grieve Road, which is just 10 minutes away – so it was important that a second store was within easy reach.
"The location is perfect for us and surrounded by houses and flats, there’s a primary school a five-minute walk from the store and a sports centre not far away, so there’s plenty of passing trade as well as local foot traffic.
“There’s a café and hairdresser opposite, a beauty salon too, so people going there also pop into the store. The café is more of a sit-down sort of place so there isn’t a clash with our food-to-go offer.”
Sales in the opening week exceeded expectations and are showing strong signs of growth.
Having just opened a week or two before Christmas we’re still in the bedding-in stage and dealing with a few things that aren’t quite right yet, but we’re delighted with the outcome and we’re 100% confident that sales will continue to grow.
“We’re obviously getting to know our customers so going forward we’ll adapt and tailor our range to suit the community’s needs and trial new products and services, learn from what works and what doesn’t, and work with Filshill’s planograms to offer the best range possible,” adds Harry.
“KeyStore’s value-led promotions are excellent and availability is great. We’ve got access to all the leading brands, support with merchandising, and we benefit from the company’s data which helps us get the best out of each category. We’re also looking to introduce home deliveries via Snappy Shopper in the future.”
Image from JW Filshill
Renfrewshire-based Filshill’s Craig Brown adds: “For Harry and Andy to start off the new year with this amazing new store sends a signal to other retailers that investing in your business is the right thing to do – be that a store refresh, complete refurbishment, introducing new services/equipment or trying to make better use of social media channels.
“With KeyStore, we are supporting our retailers to make more margin, stock the right core range, and make their promotional plan work for their stores. Using technology to simplify day-to-day operations, deliver promotional plans – backed by data-led merchandising to drive sales – is one of our strengths and allows retailers to focus on what differentiates independent convenience stores.”
Mr Brown continues: “Independents can also offer excellence in personal service because unlike the multiples they are convenient, local and friendly, and support local groups, organisations and good causes through the KeyStore Community Fund.
“Our relationship with our suppliers, built on trust, transparency and sharing information, allows us to push our ‘big brands/low prices’ message.
"We know the Scottish convenience market inside out, understand the challenges family businesses face and understand that retailers must run their businesses the way they want – so what we do is give you the tools to help you be more successful.
“Kilmacolm Road shows what’s possible when retailers invest in their business and work in partnership with their wholesaler.”