Sanity UK launched the first of its re-branded Our Price stores at London's Waterloo station last Tuesday (April 23), marking the first phase of a roll-out in which 10 outlets will open over the next two months.

The changeover to the Sanity brand name and a new urban look for the store did not seem to have phased customers, with Sanity UK managing director Shane Fallscheer reporting an uplift in the volume of sales from the previous week.

The second ...