Asda, EG Group Open Upscale U.K. C-Store Collaboration

The “Extra Special” format in Buckinghamshire sells the grocer’s premium line of products.

October 18, 2021

Inside of High End ASDA EG Group Upscale Convenience Store

ALEXANDRIA, Va.—U.K. convenience and grocery retailer Asda, in partnership with EG Group, said it opened the doors last week to the first of its high-end “Extra Special” convenience stores that stock its own-brand premium range products, beer, wine and spirits, plus fresh food to go and celebrity-chef prepared meals.

The Beaconsfield, Buckinghamshire, convenience store is located at EG Group’s Oxford Road forecourt and carries 2,500 products curated from the supermarket’s offers.

Asda said the Beaconsfield store marks the first premium-format collaboration with EG Group. In addition to Asda products, the c-store stocks EG food-to-go brands and franchise partners such as LEON and Greggs.

The Extra Special c-stores are part of an expansion of the Asda On the Move concept, which will include more than 200 stores. Another of the format is slated to open in Hartlebury, Worcestershire, by year’s end.

“We know that customers want great quality that is easily accessible and great value—so we’re delighted to be able to launch our first ever ‘Extra Special’ Asda On the Move store in Beaconsfield,” said Derek Lawlor, chief merchandising officer at Asda.

“The launch marks a milestone in the evolution of Asda On the Move and our convenience offer, as well as an increased focus on showcasing our Extra Special range, which continues to be a popular choice with customers, with like-for-like sales in this category up by more than 20% in Q2 compared to the same period in 2019,” Lawlor said.

In October 2020, NACS Daily reported that Walmart agreed to sell its stake in U.K. grocer Asda to Mohsin and Zuber Issa in a deal that valued EG Group at $8.8 billion. Since the deal, the brothers have expanded their retail operations in the U.S. through E.G. Group by focusing on food more than fuel, according to NACS Daily.

Learn how the brothers are building a differentiated forecourt convenience brand for Asda and how it will inject new energy into the U.K. convenience retail scene.