Sainsbury’s launches fifth Neighbourhood Hub store

Date : 16 March 2021

Rachel Sibson

Retail Analyst

Sainsbury’s has opened its fifth Neighbourhood Hub store in Billingshurst, West Sussex as reported by The Grocer.

18 stores planned

In November 2020, Sainsbury’s launched its new Neighbourhood Hub format following the launch of a pilot store at Woodhall Spa, Lincolnshire a year earlier.

The new stores are a food-led extension of Sainsbury’s convenience offer and are set up to serve longer missions due to their size and location. As an extension of the retailer’s convenience proposition, the stores have been launched under the Sainsbury’s Local banner, despite being much larger than standard convenience stores. Sainsbury’s plans to open 18 Neighbourhood stores in total over the next three years.

The new 6,600 sq ft store in Billingshurst features more vegan and vegetarian ranges than a typical Sainsbury’s Local. It also features an Argos click and collect point, household, health and beauty, coffee-to-go and a fresh orange juice machine.

Blurring boundaries between c-stores and supermarkets

These stores are much bigger than typical convenience stores so have the capacity to serve a wider range of shopper needs. Stores like this are very much aligned with changing habits, ideal for home workers wanting a quick to shop format that offers more product choice close to where they live.

We identified ‘Fulfilling bigger basket missions’ as one of our key UK convenience channel trends in 2021. Many convenience stores are extending beyond impulse and are being used more for core grocery needs. With this new format, Sainsbury’s is meeting these bigger basket missions to maintain gains made to basket sizes during the pandemic.

See inside Sainsbury’s Neighbourhood Hub format stores

We explore key elements of Sainsbury’s new Neighbourhood Hub format in our store report here (available to subscribers).