Sheffield’s high street just got a new heartbeat, and it’s not a bar or a brunch spot. It’s a newly opened Premier store, which is already winning over students and young professionals as their unexpected “home away from home.”
Opened on March 1 this year, the 2,400 sq ft store on Queen Street Premier store is tailored to modern urban life, combining cutting-edge retail features with curated ranges that speak directly to the needs and tastes of Gen Z consumers.
The store is the brainchild of seasoned retailer Jeyaseelan Thambirajah, owner and director at MSP & Noble Group.
In an exclusive conversation with Asian Trader, Thambirajah revealed the thinking behind this Gen Z-focused concept and why the store is fast emerging as a retail marvel in itself.
“This store is in an old office building. There are two universities nearby and a lot of passing trade.
“When I saw the place, I knew something unique could come out of this. I could see a sea of opportunities,” he said.
Set on a 25-year lease, the store underwent a full-scale refit earlier this year, amounting to £500,000.
"In a span of 10 minutes, there are almost 25-30 people passing by my store on a daily basis.
“The curb appeal of the store resonates with locals here who are mainly university students, builders and office goers,” stated the retailer.
Exterior view of Premier Queen Street store in Sheffield city centre
From the moment one steps in, it is clear this store has been built with intention. The design is modern, the layout intuitive, and the features are far from typical.
From the cool gleam of the Beer Cave to the trailblazing Vape Vault, a first-of-its-kind showpiece in convenience retail, this store doesn’t just impress; it rather rewrites the rulebook.
“The Vape Vault is my newest test venture, offering a specialised, modern shopping environment with a curated selection of vape products and expert advice, setting it apart from traditional convenience stores,” he said, adding that it has been an “overnight success”.
Then there’s the chilled section which is another showstopper. Stretching 15 metres, the soft drinks display isn’t just spacious, but it is also styled to stand out.
“Our main focus is on grab and go. That is why I invested a huge amount to get a different kind of chiller that instantly catches the eye,” Thambirajah said.
On top of that, the world food section has already built a loyal following, generating a strong loyalty among young shoppers, many of whom see the store as a home away from home.
Thambirajah shared, “This store has a special section for Asian and Oriental food.
“Our Indian and Chinese lines are quite popular and we keep upgrading the section according to the customers’ requests, especially from university students.”
Food-to-go is another key focus, “majorly supplied from Country Choice as well as local suppliers.”
The store offers Italian Lavazza coffee to take out, and breakfast to go with fresh pastries, croissants, sandwiches, filled rolls, baguettes and doughnuts.
Vape vault at Premier Queen Street
The mix and match for what all is needed for Gen Z and young shoppers are already showing results.
“Sales are already exceeding my expectations. I try not to just copy; I try to be creative and come up with my own ideas,” he said.
The store’s supply mix includes 75 per cent from Booker, with the remaining from Parfetts and local suppliers.
The store’s opening created quite a buzz in the community owing to an ambitious 16-week opening campaign that blended generosity with smart targeting.
Over the campaign period, shoppers won tablets, Bluetooth speakers, air fryers and coffee machines and wireless charging stations to PlayStation vouchers, and even bottles of Jack Daniel’s, vodka and champagne.
Additionally, Thambirajah also made sure the store was giving back to the community from day one.
In the first two weeks, the store offered free morning coffee to builders and NHS staff for four weeks, ensuring essential workers started their days with a warm gesture.
The store might be just five months old, but it is already running like a pro. No surprise here, given that it is helmed by Thambirajah, who has been in the retail game since 2003, starting with a single shop in London.
“When I was 12, I came from Sri Lanka to Germany alone due to the political unrest there. I grew up with my German guardian and gained education in German,” he shared.
After a brief working experience in bookkeeping and retail, he came to the UK and started working in a small convenience store, eventually buying the same one.
A few years down the line, Jeyaseelan is the proud owner of 20-stores strong convenience chain, boasting “£15,000,000 buying power and 175 staff”.
“Over the years, through dedication and understanding community needs, I have expanded to 20 stores across the Midlands and North of England.
“We are one of the biggest retail chains in Premium symbol group,” he added.
To many, having a dedicated vape vault seems to be a risky move at the time when the government is getting stricter on vapes.
However, Thambirajah continues to remain unperturbed and cool as a cucumber.
“My store managers and I are keeping a close tab on what is happening and where the legislation is leaning. I am not panicking and simply going with the flow,” he said.
“I am open to ideas and not being rigid. The vape vault has a side window opening into the street. In worst case scenario, I can shut down the vape vault and put a Gelato ice cream station,” he chuckled.
Whether it’s managing margins, launching innovations, or facing regulatory uncertainty with calm resolve, Thambirajah continues to prove that smart, community-driven retailing still wins.