UK wine specialist Majestic Wine has unveiled a new smaller store format in Harpenden, as the retailer tests new ways of reaching customers and doubles down on brick-and-mortar retail.

The 1,800 sq ft store, on the site of a former Santander bank and next to a Sainsbury’s supermarket, is less than half the size of the average Majestic Wine store and is a first for the retailer outside of London.

The store features a reduced selection of 600 wines, including a 72-strong fine wine area, along with beer, some spirits and other non-alcoholic alternatives.

Majestic Wine have narrowed its range down to the current SKU level based on analysing customer data in the local Hertfordshire area.

Being on the town’s high street, there’s no direct parking, but Majestic Wine believe the new store will be “perfectly placed to serve walk-in customers picking up a bottle on their way home from work”.

It’s the fifth new store to be opened by Majestic Wine in the last financial year, following more traditional, larger formats in Haywards Heath, Godalming, Stafford and Preston.

The retailer plans to open a further eight shops over the coming year.

Majestic CEO John Colley said: “The trial of this smaller format offers us an exciting opportunity to serve our customers in new ways and cater for a number of different shopping missions. The lessons we learn in Harpenden will be invaluable as we look to further grow our store estate.”