Value giant Matalan is to pilot a small store type in an initiative that could bring it head-to-head with bitter rival George at Asda in town centres.
Matalan will open its first mini outlet at Portadown in October - a month after George makes its standalone debut in Croydon and Leeds.
Matalan chief executive John King said more small stores could open if Portadown is a success. 'There will be towns where we cannot have the traditional 30,000 sq ft (2,785 sq m) stores, especially in more urban areas,' he said.
The Portadown store, in Macgowan West shopping centre, will mainly stock fashion.
Dubbed a local satellite, it measures just 12,000 sq ft (1,115 sq m) and will be supplied from the bigger Craigavon store, which also opens in October, when Matalan enters Northern Ireland for the first time. A standard store is also scheduled for Belfast.
Some observers expressed surprise at Matalan's downsizing, given the effort the retailer has made to extend its offer in recent years. 'It will certainly raise an eyebrow,' said CSFB analyst Nathan Cockrell.
Verdict chairman Richard Hyman said: 'It's not necessarily the right direction. They're an out-of-town retailer.'
Town centres are becoming a battleground for value fashion retailers. Primark intends to blitz urban Britain with new shops.
No comments yet