Booker launches Jack’s brand as symbol fascia

Date : 08 October 2020

Patrick Mitchell-Fox

Senior Retail Analyst

Trade press reports have revealed that Booker is launching a Jack’s discount store concept to add to its stable of symbol fascias, which includes Premier, Londis, Budgens and Family Shopper.  This development comes in the wake of the launch of Jack’s branded private label products through Booker, Tesco’s wholesale arm, in September.  The brand was originally developed as part of the Jack’s discount supermarket concept introduced in 2018.

First store to open in Blantyre, Scotland

The first Booker customer to operate the new fascia will be Mo Razzaq, the award-winning retailer, whose established Family Shopper store is being converted to the Jack’s brand, and will reopen on 12 October.  Other openings are also in the pipeline, with locations in Middlesbrough and Country Durham already identified.  Stores are expected to be 1,800 - 2,000 sq ft (180 – 200 sq m) in size and to stock 2,500 lines of which 500 will Jack’s branded private label products.

A new wave of ‘discountvenience’?

Having launched the discount-focused format Family Shopper back in 2014, the new Jack’s package looks set to bring a clearer value proposition to the independent convenience again, helping local retailers to compete credibly with the likes of Aldi and Lidl as those retailers continue to roll out stores into more and more catchments.  Whether the Jack’s symbol fascia is intended to supersede the Family Shopper ‘discountvenience’ concept remains to be seen.

Colm Johnson, Managing Director, Booker Retail commented:

‘The range of great quality Jack’s products has already proved really popular with Londis and Budgens customers in the last few weeks, so we’re delighted to now also bring the Jack’s fascia to our independent retailers for the first time.  We know that shoppers recognise the great quality and value that Jack’s offers, and we’re looking forward to seeing how they respond to this new format.’