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 re-branded outlet to open will be at Paddington station this Thursday, while the Victoria station store will open in the next two weeks and Reigate on May 10.
"Early reactions from customers are very positive with trading well up," says Fallscheer. "The store looks dramatically different and now we can really start to build the brand."
Fallscheer says the focus with the station stores is to provide the best product offer in a small space, while the suburban and larger outlets will offer a stronger product mix with more specialist product, such as dance music and hardware, depending on the region.