Booker has officially unveiled its new Family Shopper fascia – bringing the disciplines of discount retail to the convenience arena, according to retail sales director Steve Fox.

The first of the new-style stores (pictured) has been open in Bushbury, a suburb of Wolverhampton, since November. It has a narrower range than Booker’s Premier store offering and “shouts value from the very start,” says Fox.

Booker has taken learnings from both “hard” and “soft” discounters like Aldi and Home Bargains to create a store concept that focuses heavily on non-food, with 500 lines, and discount branded goods, with 75% of lines on promotion all the time.

The store is already taking more than £30,000 per week – something that Steve Fox said stacks up next to IGD data that claims the average takings of an independent convenience store are around £16k, and around £31k for a multiple convenience store.

“Nobody in the independent channel is doing discount well,” said Fox. “We’ve introduced a concept that can be rolled out, in exactly the same style with the same uniforms, look, range and pricing.”

Footfall in the Wolverhampton store has grown from 6,000 people per week when it first opened to more than 9,000 now.