For Paul Cheema, independent retail is not about choosing between scale and personality. At Malcolm’s Store in Coventry, he has used the backing of major retail brands to build something distinctly local – a store that can handle everyday top-up shopping while offering the range, theatre and specialist choice of a much larger operation.
Based in Coventry’s Westwood Ward, the 2,900 sq ft store has served the community for decades. Cheema’s parents started the business in 1982 and today the family’s third generation is involved, with his son Dylan working on the development side. That continuity has given Malcolm’s a detailed understanding of its customers and the confidence to shape the business around local needs.
The store operates as a Costcutter, with Wine Rack and Iceland also incorporated into the business. Rather than treating those brands as separate propositions, Cheema has used them to build a broader shopping mission under one roof: everyday groceries and convenience through Costcutter, specialist drinks through Wine Rack and an expanded frozen offer through Iceland.
The approach has been backed by serious investment. Over the past year, Cheema put £200,000 into a major refit, designed not to erase the character of Malcolm’s but to make the business stronger and more relevant. The results have been substantial. Gross retail turnover reached £3.12m in the 12 months to the end of March 2026, while turnover increased by 75% year-on-year.
The offer has continued to stretch beyond the conventional convenience template. Food-to-go was strengthened with a Bake & Bite stand at the entrance, while the drinks proposition has been transformed into a destination. An in-store bar provides space for informal wine tastings, the speciality spirits range has been expanded and a Perfect Draft is offered at £4.50. The drinks range runs from a £16.49 bottle of whisky to a £3,700 premium spirit.
The store also combines Iceland with a Cook chest freezer, while more unusual additions include Mario’s soft-scoop ice cream, including ice cream for dogs, and a garden plant section sourced from Evesham. Fresh meat arrives daily from D & G Meats, while local bakeries supply homemade cakes and bread.
Services like food-to-go, hot drinks, Lottery, PayPoint, Payzone, an ATM, parcel services, home delivery, Post Office services and parking add another layer to the proposition.
The store also supports Midland Langar Seva Society and community initiatives through Making a Difference Locally. Cheema has also founded C-Talk, a media platform intended to bring independent retailers together to share ideas and initiatives.
The result is a family business that has grown without losing its neighbourhood roots – using scale where it helps, independence where it matters, and plenty of ambition in between.