Sainsbury's is to open a second 'Market' store in London, three times the size of the original Bluebird shop, as it gauges whether the store-type could be rolled out.
The 30,000 sq ft (2,785 sq m) Sainsbury's Market will begin trading in Pimlico, southwest London, on September 25. The pilot format opened in April at Conran's Bluebird development on the King's Road, with the aim of replicating the farmers' market experience.
Pimlico is an affluent area and Sainsbury's hopes to capture high basket spend. New ranges will be tested in the shop.
A spokeswoman said the grocer is working on new product development in fruit and veg, which will be showcased there.
The store will also boast a new charcuterie counter, an in-store chef and a section for organic foods and gourmet specialities.
The spokeswoman said: 'We acquired the site just before Bluebird opened and decided it was another ideal location for a Market store. At the moment there are no plans to roll the format out, but I could not rule that out in a year's time.'
Last week, Sir Peter Davis said Sainsbury's plans to test various formats over the next few years.
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