Sainsbury's Pimlico store beats targets

Sainsbury's new Market store at Pimlico has beaten expectations in the first week of trading.

Sainsbury's head of format development Diana Hunter said that the store - the second Market outlet - was generating sales 20 per cent higher than had been forecast. She refused to reveal exact turnover figures.

Sainsbury's has applied lessons learned from the first Market store - at the Bluebird development - in the latest shop. There are 10 specialist food counters, an in-store chef and a hamper service.

The grocer will see how the store performs over a longer period before considering any wider roll out.

Hunter said: 'This is a concept store. We will do what we did with Bluebird and see which ranges, areas, and (merchandising) equipment works before you will start to see it in other stores.'

She added that Sainsbury's had received excellent customer feedback about the shop.