Kwiksave to return to the high street

Costcutter is bringing back the Kwiksave brand to the UK after a five-year absence, as part of its efforts to segment its convenience store offer.

Kwiksave
The new Kwiksave logo (above) compared to the old

It will operate a network of Kwiksave convenience stores with a “stripped back” retail environment focused on low priced goods.

The network will sit alongside the core Costcutter stores and the recently introduced high-end MyCostcutter convenience stores.

Costcutter marketing director Ian Bishop previously revealed the group’s plans to introduce a non-Costcutter branded store fascia to Marketing Week in September. It hopes that by using the Kwiksave brand at the lower end of the convenience market, it will help elevate perceptions of the core brand.

The new Kwiksave brand logo will be black and red, which draws on its former red brand identity and ties in with the black and green brand colours used on MyCostcutter stores.

The first Kwiksave branded convenience store will open in April.

The Kwiksave supermarket chain, which started in 1959, fell into administration in 2007.

Nick Ivel, chief executive of Costcutter Group, says: “Kwiksave is an iconic brand that was a fixture on the high street for many years. Its core proposition was value and this is something that our new format of Kwiksave convenience stores will continue to provide.

“Our three-fascia strategy with Kwiksave, Costcutter and MyCostcutter ensures we have the correct product for three distinct market segments.”

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