Convenience retailer General Store has flipped the switch on the category with its new premium-looking location in Manchester’s Deansgate.
Differentiating in a category dominated by cluttered stores featuring vast numbers of SKUs, Deansgate General Store offers a dramatically different aesthetic, backed by a more curated product range that skews towards more fresh, craft and health-focused products.
The design of the store uses matt metal, anthracite brick and off-white tiled flooring to create a more clean and luxury appearance, while scrolling dot matrix screens adorned with quirky messages like “I only came for milk” help to inject a futuristic feel.
The store includes a refillable section where customers can top up on basics, a cafe and a bakery space selling products from local suppliers.
Mital Morar, Founder of Store Retail Group, which owns General Store, said: “We’ve been working behind the scenes to make this a truly special experience for the community with a lot of exciting new collaborations on the horizon.”
At launch the store window mixed sculptures, statement plants and tins of baked beans, underlining that the location brings a fresh approach to delivering basics to locals.
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