Sainsbury’s has launched an “experimental” new supermarket format to pilot a host of new features including a food market, an Oasis and a frangrance section.

The grocer has thrown open the doors of the 67,000 sq ft shop in Birmingham’s Selly Oak Shopping Park this morning as part of an ongoing drive to modernise and reinvent its store estate.

The supermarket features Sainsbury’s first-ever dine-in Food Market, where customers can purchase dishes from Wok Street, Little India Kitchen, Fresh Kitchen, Sushi Gourmet and West Cornwall Pasty Company.

Shoppers can then eat in the store at a 180-seat food court.

As well as dining-in options, the store also offers a broader range of ready-to-eat food-to-go options prepared in-store, including pizza, freshly made baguettes and self-serve coffee.

In addition to its food offer, Sainsbury’s has revamped its wellness and beauty proposition, stocking premium brands alongside a fragrance section.

Sainsbury’s has also kick-started its concession partnership with Oasis, with the retailer’s proposition sitting alongside the grocer’s Tu clothing brand. A selection of Argos jewellery and watches are also displayed within the clothing area.

The store’s Argos and Habitat shop-in-shops will be fully integrated into the supermarket, rather than being sectioned off into separate units, with products showcased in room settings.

Sainsbury’s Selly Oak store manager Tom Balay said: “Our new Sainsbury’s at Selly Oak has been 10 years in the making and it’s wonderful to see it come to fruition, providing our customers with a fantastic new store.

“Our team of colleagues – many of whom are new to Sainsbury’s – have worked really hard to get the store ready and are now excited to welcome and serve customers. Sainsbury’s distinctive food is at the heart of our store and we hope people will try out our new Food Market.

“It’s also exciting to be a test bed for some new formats in beauty and wellness, Argos and Habitat, as well as introducing popular brands such as Oasis.

“We’ve always been part of the Selly Oak community and we look forward to continuing and strengthening that relationship into the future.”

Analysis: Sainsbury's strikes new direction in Selly Oak