Today, the convenience retailer backed by Dreams tycoon Mike Clare, will open its first shop outside London around the turn of the year.

The retailer, which targets workplace locations such as office complexes, expects to open at the IQ Winnersh business park in Reading just before or after Christmas.

Today has three shops close to offices such as those of Deloitte and BDO in London, and carries upmarket sandwiches and snacks as well as popular everyday lines and ‘distress purchases’ such as umbrellas and tights. Services such as dry cleaning are also offered when appropriate.

Today is in talks for more stores. Founder Jason Matthews, a former WHSmith director, would not divulge target numbers but said: “We didn’t go into this for three or four shops. It’s a growing market.”

WHSmith also sees workplace shops as an opportunity and aims to have about 50 within five years, following the success of its shops in hospitals. Marks & Spencer’s franchise partner SSP runs three Simply Food shops in hospitals and sees scope for 20.

Matthews set up Today in 2008 with business partner Dan Harriss.

Clare, who sold his stake in Dreams for £200m in March 2008, became chairman and a shareholder of Today in January this year.