Oddbins launches new 'Oddies' store format
High street wine merchant and drinks specialist Oddbins is trialing a new off-license store format under the brand name Oddies, combining the Oddbins range with local convenience.
The first Oddies store opened in Low Fell, Tyne and Wear on Monday 22 November and if the format proves successful, Oddbins plan to open a number of other Oddies stores around the country in 2011.
Oddies is launching with a focused product range of 450 lines, tailored around the needs of its local customers.
Following on from a recent initiative to source craft beers from breweries which are local to Oddbins stores, Oddies will stock a wide range of locally produced, hand-crafted quality beers. In addition to drinks and tobacco lines, there will be an increased selection of confectionery and snacks on sale.
The brand concept and fixturisation for Oddies were designed and produced entirely in-house by Duncan Brown and Damian Murphy, lead members of Oddbins’ design and carpentry team.
Simon Baile, Managing Director of Oddbins believes there is a real opportunity for Oddies to establish a strong presence in the market following the demise of the Threshers chain. Baile commented,“After two and a half years of refocusing the business and the range, we now embark on a new chapter in the life of Oddbins. Having opened one new Oddbins store and launched the new website within the last 3 weeks, the addition of the Oddies format gives us even greater possibilities for growth of the business in the future.”
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