Holywood treatment as ‘upmarket’ symbol opens first NI store

SimplyFresh, an ‘upmarket’ grocery store concept, has launched its first Northern Ireland store in Holywood Co Down.

Opened in early December on the town’s High Street, the store focuses on organic, local, and artisanal products with an emphasis on food-to-go.

It will also soon feature a SimplyFresh kitchen and dining area, serving breakfast, lunch and dinner.

Local retailer Malcolm Hall is behind the new store. A key figure in Northern Ireland convenience for over 30 years, he has enjoyed prestigious titles including Independent Retailer of the Year at a major 2015 retail industry award ceremony.

Speaking to Neighbourhood Retailer, Malcolm explained the ethos at the store was very different from traditional convenience outlets.

Organic and free-from products are given equal prominence instead of being shelved in separate specialist areas, while the store refuses to stock eggs from caged hens.

Some 15 local artisan suppliers already feature on the shelves, such as Belfast cold-pressed juice producer Skinny Malinkys and Omagh’s Kennedy Bacon, and more are to follow.

“The reception has been brilliant so far,” Malcolm said. “A lot of people are saying it’s a great addition to the town.”

You won’t find disposable plastic bags, while a healthy selection for vegetarians and vegans is strewn throughout the store’s offer.

“There’s a lot choice for vegans and vegetarians both on the food-to-go menus, and across the store,” Malcolm said.

Speaking about the opening, Malcom revealed his inspiration for bringing the symbol to NI had come during his visit to the UK retailing awards where SimplyFresh was named Symbol/Fascia Group of the Year, and won Symbol Initiative of the Year for its smartphone-based loyalty app.

“I first noticed SimplyFresh at the Retail Industry Awards and have since been impressed with the SimplyFresh concept,” he said.

“Everything about the brand, including the loyalty app, will help my store drive the food-to-go offering and increase both sales and profits.

“What we are offering the local community is a store that embodies value, healthy eating and great to-go options.”

Within days of opening, it has already become a hit with food bloggers with menu items that include ‘grilled halloumi burger’, ‘aioli chicken wrap’, and ‘butternut, lentil & spinach hotpot’.

Speaking about the group’s entry into the NI market, the company’s creative director Davinder Jheeta said: “We are incredibly excited about the launch of the first SimplyFresh store in a Northern Ireland.

“It firmly demonstrates that the SimplyFresh brand is what consumers are looking for – to celebrate great local products and share in the passion for good food and drink.”

SimplyFresh was founded in Birmingham in 2009 by brothers Sukhjit and Kash Khera.

In 2014, Costcutter took on a 20% stake in the group, which has grown to almost 23 stores throughout the UK.