Sainsbury's opens experiential store in Selly Oak

Sainsbury's has unveiled its latest store, a 6,224 sq m experience supermarket located in the recently regenerated Selly Oak Shopping Park. Alongside food, general merchandise and fashion, Selly Oak also includes some Sainsbury’s experiments, including the first eat-in Food Market. Customers can choose authentic dishes from Wok Street, Little India Kitchen and Fresh Kitchen and enjoy their meal in the attractive 180 seat food court. Fresh sushi and teppanyaki from Sushi Gourmet as well as hot pasties from the West Cornwall Pasty Company are also available.

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Alongside the extensive food offering, the supermarket has also revamped its Beauty and Wellness ranges, with premium brands such as Korres, Essie and Tisserand on offer.

Argos and Habitat have been fully integrated into the store, not sectioned off into separate units. In addition, Argos, as well as Habitat products, are displayed in attractive room settings, inspiring customers and making it easier for them to browse the ranges.

The new store also features the Sainsbury's Tu clothing range. Oasis is also featured in the store as part of an ongoing trial. In addition, a selection of Argos jewellery and watches are prominently displayed in the clothing area, making it easier for customers to accessorise their outfits.

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The store also offers facilities for its disabled customers. There is a Changing Places toilet with a hoist to provide extra equipment and space so people with disabilities can use the facility safely and comfortably. The store is also taking part in Sainsbury’s Sunflower Lanyard initiative, which helps to alert colleagues to customers with hidden disabilities who might need extra help.

'Our new Sainsbury’s at Selly Oak has been ten years in the making and it’s wonderful to see it come to fruition, providing our customers with a fantastic new store. Our team of colleagues – many of whom are new to Sainsbury’s – have worked really hard to get the store ready and are now excited to welcome and serve customers. Sainsbury’s distinctive food is at the heart of our store and we hope people will try out our new Food Market. It’s also exciting to be a test bed for some new formats in beauty and wellness, Argos and Habitat, as well as introducing popular brands such as Oasis. We’ve always been part of the Selly Oak community and we look forward to continuing and strengthening that relationship in to the future,' says Tom Balay, Sainsbury’s Selly Oak store manager.

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