Sava Centre - History - Launch of Discount Supermarkets

Launch of Discount Supermarkets

On 29 May 2002, Sainsbury's announced that it would be extending the SavaCentre format to include discount supermarkets, under the "Sainsbury's savacentre" brand name, with the slogan "Making Life Taste Better For Less". These stores were aimed at family shoppers with a much stronger emphasis on Economy ranges than a core Sainsbury's Supermarket. These stores would range in size from 31,000 sq ft (2,900 m2) to 70,000 sq ft (6,500 m2) of sales area, with a third of the space devoted to non-food. The plan was to launch 90 of these discount supermarkets in total, after the successful launch of six trial stores.

Only eight discount supermarkets were opened in total. The first store, with a sales area of 35,000 sq ft (3,300 m2), opened in Northfield, Birmingham on 30 May 2002. Further stores were opened in Wigan, on 17 August 2002; Ashton-under-Lyne, Wednesfield, Wolverhampton, in 2002; Knotty Ash, Liverpool, on 1 March 2003; Stoke-on-Trent, on 18 March 2003; and stores in Bolton and Grimsby both opened on 27 March 2003.

This format was not a success and all eight stores have since reverted back to the core Sainsbury's brand.