BWG Foods, the group behind the SPAR and Londis chains in Ireland, has announced a new €35m investment programme to grow its MACE convenience store business.
The group stated that a new strategy – Partners for Ambition – aims to drive increased shopper footfall and spend, protect and enhance retailer profitability, and reinforce MACE’s positioning as one of Ireland’s leading retail brands.
This follows three years of growth for the MACE business, driven by a €28.5m investment by BWG Foods and MACE Retailers from 2020, which delivered cumulative growth of 41% during the period. The MACE chain generated sales of €400m in 2023, marking a 6.5% increase on 2022.
The group noted that a key factor in MACE’s recent performance has been investment in brand-related activations and store redevelopments, including national advertising and targeted digital media campaigns. Growth has also been underpinned by investment in footfall-driving departments such as MACE’s For Food Sake deli and its wide-ranging off-licence offering.
BWG Foods is forecasting further growth of 5% for the MACE business in 2024, which would push its retail sales to €420m. Over €1m will be invested this year in a new marketing campaign featuring its brand ambassador, Johnny Sexton.
Keith Crawford, Sales Director at BWG Foods, commented: “The exceptional performance of our MACE network is a testament to the unwavering commitment of our retailers and the ever-growing strength of the brand itself.
“Convenience retailing is still very much a people-driven business and MACE is currently benefitting significantly from having a highly motivated network of dynamic retailers who have big ambitions to grow the brand and their businesses. We believe the €35m investment will enable our MACE retailers to realise their ambitions and we look forward to supporting them on that journey over the coming years.”
NAM Implications:
- BWG’s stated ambitions, aiming to drive increased shopper footfall and spend…
- …protect and enhance retailer profitability…
- …fit well with trading in these unprecedented times.
- A no-brainer appeal for current and potential partners.
