Buying group Nisa is launching a new symbol group fascia called LoCo and is targeting 150 stores in the next 12 months.
Speaking at the IGD’s Convenience Retailing event on 11 November 2011, Raj Krishan, retail development director at Nisa, said Loco stores would enable the company to open in areas in close proximity to existing Nisa stores but was a separate brand with its own identity.
“It’s about local convenience,” he said.
Krishan said the target store size for LoCo was 1,000sq ft and stores would be supported by promotions, leaflets, a website and field teams.
The first store is due to open in Newcastle in December.
Krishan also presented targets for the Nisa business, which is separating from the Today’s wholesale operation.
On the back of 41% growth in sales to £1.5bn over the last five years, it is targeting £2bn in sales by the next decade, said Krishan. And it is aiming to pay out £5m to its members, up from £4.5m today and increase Nisa store numbers from 800 to 1050 by the end of 2013.
As a retail-focused business there is an opportunity to sell more to its customers, drive availability and capture more spend, he said.
Nisa launched its first TV advertising campaign on 27 December 2010. It ran in two bursts and highlighted the importance of Nisa stores in the community, said Krishan.
Nisa’s new TV ad will launch on Boxing Day (26 December 2011).