Big W moots adding food to its range

Kingfisher-owned out-of-town chain store Big W is poised to extend its range to food.

Packaged groceries are on sale at the Big W Coventry store on a trial basis.

It is understood that the Big W chain, which sells Kingfisher group’s full range of merchandise, is considering introducing food as a major product category next year. At the moment, the stores sell household goods, clothes, health and beauty, electrical goods, books, videos and CDs, toys, furniture and gardening equipment.

The value-for-money clothing retailer Peacock last month signed a three-year deal with Kingfisher to sell its clothes in Big W stores.

Big W marketing manager Mark Brewerton says: “We are looking at introducing two major product categories next year”. Brewerton refused to give further details.

Big W packaged groceries, which have been on trial for less than three months, are supplied by food wholesaler Booker.

Last month, Kingfisher announced plans to demerge its general merchandise division, which includes Woolworths. It will open up to 700 new or reformatted Woolworths stores, including 90 Big W’s over the next five years.

Big W is to open four new stores in the next five weeks and seven stores next year. These will be in addition to the four existing stores in Edinburgh, Coventry, Rotherham and Bristol.

The retailer will air its first TV campaign this week. The 30-second commercial, created by Bates UK, will use the strapline “A lot for not a lot” to illustrate Big W’s ability to supply everything needed for the family, kids and the home.

The TV campaign, supported by radio, outdoor and event media, includes a pre- and post-Christmas execution.

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