The first Oddies store opened in Low Fell, Tyne & Wear, last month and focuses on a 450-strong range of products said to be tailored to local customers.
The decision to trial new fascias was first reported by OLN in October (October 1, 2010) and is driven by managing director Simon Baile’s aspiration to extend the retailer into new towns and cities.
Baile said: “After two-and-a-half-years of refocusing the business and range, we now embark on a new chapter in the life of Oddbins. Having now opened one new Oddbins store and launched the new website within the past three weeks, the addition of the Oddies format gives us even greater possibilities for growth of the business.
“With the demise of Threshers there is an opportunity to go into areas we couldn’t before and areas that wouldn’t usually suit the Oddbins demographic. There is a market because 1,400 First Quench stores went last year.
“Oddies is a convenience offer and will have some Oddbins products, a wider cigarette range and more branded beer and wines. It’s somewhere close to a Wine Rack- type offer. It wouldn’t do bread and milk, but it might do other things like cheese and charcuiterie.
“If the first Oddies works, we have another 10 sites lined up that we could open very rapidly next year. The market is very open right now, but we are not thinking that we are going to build another Threshers.”?