Perfume in a corner shop? Store front adorned beautifully with fresh flowers? Well in Kenilworth's St John’s Budgens store, convention isn’t just challenged but it’s entirely rewritten.
Led by seasoned retailer Avtar Sidhu (popularly known as Sid) and his wife, the store has carved out a reputation not just in Warwickshire but across the sector, majorly due to its bold category mix and deep roots in the community.
Speaking exclusively to Asian Trader, Sid shared his store’s story and why St John’s Budgens has a distinction of a destination store.
“My wife used to work at a Co-op store and that’s how we got introduced to retail life. When we acquired the store in 2009, it was just 300 square feet.
“As we took over the site and applied for planning permission, we started operation. When the permission came through, we started the work and took the business to a temp cabin. The whole renovation took six months.”
Today, the 2000 plus square foot store stands tall in the region on what Sid like to call as “four cornerstones”, which are a wholesome range of food-to-go and food-for-later, BWS (beers, wines and spirits), tobacco alternatives, and a high-performing perfume range that’s fast becoming a customer favourite.
“All four categories add an element of exclusivity,” he said. “It’s about looking outside the box and becoming a destination.”
Introducing the store’s four USPs, Sid explained how the food-to-go offering is planned strategically and caters to different meal requirements throughout the day. From hot pastries in the morning to sausage rolls and milkshakes at lunch, the store’s freshly prepared food-to-go draws repeat traffic across the day.
“Majority of it is prepared in-store by our own team,” Sid explains. “We have structured it in a way to cater to same customer at different times of day; people rely on our store for their daily meal requirement from breakfast to lunch and snacks in between.
A staff of 15 keeps the store's operation running, including a dedicated food prep team.
On the frozen side, St John’s Budgens manages to cater to both ends of the spectrum from value-driven basics to premium lines.
“We are not afraid to stock higher-end frozen ranges. It’s about giving people something exclusive and a reason to remember the store and keep returning here," he said.
Then comes BWS which is a standout category in the store, both in size and substance. With a carefully curated collection of whiskeys, wines, Prosecco, local ales and a full bay dedicated to zero-alcohol options, it’s clear this isn’t a filler category.
“Alcohol-free is growing, and we’ve been bold enough to give it space. It brings in a different customer,” Sid added.
St John's Budgens storeAvtar Sidhu
Third of the four cornerstones of the store is the vape section. Interestingly, the store never had a cigarette gantry but its has a vape station complete with interactive screen.
Despite the looming ban on single-use vapes, Sid is calm and prepared.
“We started on that journey months ago. The key for us is to retain the customer. So we educate them, make them aware of the change, and show them alternatives.”
“So far, it’s working. Most of our customers have already switched after we’ve had the conversations and guided them through,” he shared.
But perhaps the most unexpected ace up Sid’s sleeve is perfumes! Not a few impulse buys near the till but a whole bay full of them.
Supplied by a Spanish company Yodeyma, the store offers premium-style fragrances at accessible prices, making this category quite a hero.
“We’ve been doing it for five or six years now. It’s something that gets customers in regularly. It has been a great basket builder.
“Our range has everything from affordable ones to premium lines. We target the whole category so we have a big range of different types of products in there.
“I have got a trained team member managing it, keeping up with trends and educating customers. That conversation makes all the difference.
“This is definitely something convenience stores are not known for and maybe that’s exactly why it works,” he quipped.
While from outside, fresh flowers and gift plants add charm and curb appeal, inside shelves of the store are lined with a wide range of products sourced not just from wholesalers Booker and Budgens, but also from local suppliers.
“We believe in supporting the local economy,” he said. “You’ll find locally made products next to the branded ones; it reflects the diversity of the community we serve.”
Community isn’t just a buzzword here.
St John’s Budgens sponsors two local football teams, backs a cricket club, and supports a food club that provides groceries to those struggling to make ends meet.
The store even hosts seasonal community events in its car park, thus turning retail space into gathering space.
“It’s about being embedded,” Sid said. “We’re not an isolated business. We work with the local rhythm.”
While many convenience stores are going cashier-less, Sid and his wife are taking the opposite route.
“We are not putting in self-checkouts. It’s just not who we are,” he stressed. “People appreciate being spoken to. A smile, a bit of conversation goes a long way in enhancing the experience.”
However, when it comes to staff security, the store does not shy away from technology.
“Staff wear headsets not just to deter theft, but to stay connected. Everyone knows what’s happening, and it creates a safer, more aware environment,” he informed.
Coming from an IT background, Sid applies an analytical mindset to his retail strategy as he believes in working “on the business, not in the business”.
Clearly, St John’s Budgens isn’t chasing trends; it’s setting them. With its bold category mix, future-ready vape model, and deep roots in its community, the store is proving that independent retail doesn’t have to play small.
