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Threshers restructures with three-pronged approach

Published:  23 July, 2008

The Threshers Group has embarked on a major restructuring programme that will focus on three national UK formats targeted at three types of consumer profiles.

The Group's chief executive officer Yvonne Rankin said the company is currently reshaping its 1,600 stores into three major brands - Wine Rack, Threshers and The Local.

The store portfolio will be reshaped to 1,500 stores. The company's non-profit making stores will be closed and replaced with up to 100 Wine Rack stores and 100 The Local stores.

The final portfolio from the five-year plan will be 1,500 stores across the three brands.

Wine Rack will target the 35 to 55 age range with premium and fine wines starting at the 5-10 mark, Threshers will provide wines at the 4 to 6 price point for the busy shopper and The Local will provide convenience style local shopping facilities for young mums and local residents, with a focus on beer, branded wines and spirits.

For Scotland, the company is currently researching the feasibility of streamlining a range of the Group's current store brands, including Victoria Wine into one, but may keep the strong Haddows brand.

In addition, the group's historical dependence on three for two pricing will be abolished in favour of multi-buys and other deals in a bid to lead to lower single bottle pricing.

"The new look and feel of each brand will include more attractive store layouts improved product sign-posting to appeal to new and existing customers," Rankin said.

"The Thresher Group will also take the opportunity to meet customer demand through new distribution channels, including the launch of online sales, improved product ranges and greater collaboration with suppliers."

Wine Rack 370 stores have been identified for conversion to contemporary True Blue concept and 100 new stores to be opened.

Threshers Currently operates 581 directly managed stores and 83 franchises - will be repositioned to appeal to mid-market urbanites.

The Local - 574 stores and 33 franchises will bolster its UK-wide drinks led convenience offering and new stores will be identified and opened.

Haddows 107 stores. The Group's Scottish brand to be repositioned.