Trevor Magill, MRPNI

Trevor Magill, MRPNI
Trevor Magill, Mace sales director

The number of Mace convenience stores in Northern Ireland has been increasing in recent months and this year has already seen a number of new additions to the estate.

Musgrave Retail Partners supports more than 250 independent retail stores across NI and with the Mace brand it boasts a network of more than 130 outlets across the country.

Musgrave says that the Mace brand is “truly switched on to local needs” and this has worked in conjunction with brand development in the past couple of years.

“We have seen a number of new stores opening under the Mace brand since the start of the year with a combination of both experienced retailers and local families within the community,” explained Mace sales director, Trevor Magill.

“Many of these retailers are now choosing Mace as the brand has been developed in recent years with all aspects of the retailer and consumer offer being modernised.”

He continued: “Over the past year, Mace has benefited from a number of cross-Group initiatives including the development of the ‘Daily Basics’ value range, which, on average, provides price points of 50 per cent cheaper than leading brands as well as the development of the ‘Baked Today’ in-store bakery offer.”

Debbie and James McMaster's a new Mace store at Ballykeel
Debbie and James McMaster’s a new Mace store at Ballykeel

These initiatives have encouraged retailers to choose the Mace brand when opening new stores or expanding their own portfolio.

Debbie and James McMaster, Graham Johnston and Andy Davis and Stephen and Denise Baxter have between them opened new Mace stores this year in Ballymena, Dundonald and Belfast, respectively.

Co Antrim retailers Debbie and James McMaster have opened a new Mace store at Ballykeel Shopping Centre, Ballymena.

The store was formerly operated by the McMasters as an independent for 18 years until they recently expanded it and decided to partner with the Mace brand.

Since opening under the Mace brand several weeks ago, the owners have already seen significantly increased footfall and turnover due to new promotional offers.

No strangers to the Mace brand, experienced retailers Graham Johnston and Andy Davis, who already own Mace Titanic, Belfast, Mace Cadogan, Belfast and Mace Ballynure, Antrim have opened a fourth Mace store at Ballybeen, Dundonald.

The store has undergone an extensive refit and offers a wide range of services including Lottery, an ATM a PayPoint facility, hot food and food to go.

Stephen and Denise Baxter’s new Mace on Belfast’s Shankill Road
Stephen and Denise Baxter’s new Mace on Belfast’s Shankill Road

Belfast’s Shankill Road has welcomed a new Mace store too. Local family Stephen and Denise Baxter are new to retail, are well-known in the local community and will be supported by their family, who will all have an active role in the day-to-day running of the store.

Trevor commented: “Graham and Andy are very experienced retailers and I’m delighted they have acquired a fourth Mace store at Ballybeen. Also we welcome Stephen and Denise Baxter to the Mace brand with their new store on the Shankill Road.”

Trevor explained that the latter half of last year and a continued focus for this year has been on the Mace wholesale offer – with a view to providing better wholesale pricing.

He said that this is supported by a range of simplification initiatives aimed at making Musgrave easier to do with business with for Mace retailers, and differentiating us from our wholesale competitors.

“All of this work has helped Mace’s position as the best brand for convenience store retailers who want a competitive and efficient wholesale offer, together with a ‘lighter touch’ relationship with their wholesaler.”

He added: “With Mace, our focus going forward will be on the wholesale offer, with a view to improving wholesale pricing, supported by a range of simplification initiatives aimed at making Musgrave easier to do business with, and differentiating us from our wholesale competitors.”