Bargain Booze is aiming to have 50 stores under its new convenience retail banner by the end of the year.
There are already 10 new Bargain Booze Select Convenience stores trading in the North-west of Wales and England, with "exceptionally promising results", says joint managing director Matthew Hughes. He added that he expected to have a further 40 stores up and running by the end of the year.
"This is what the marketplace has been waiting for," he said. "We have the range, we have the supply chain and we have the retail disciplines. We can take on the competition and beat them."
The company has worked closely with suppliers to create a comprehensive grocery
range, which Hughes claims offers shoppers more than they would get in a typical convenience store.
"This is not distress convenience shopping," he said. "At Bargain Booze Select Convenience the consumer can fill a full weekly shopping basket, choosing from a selection that, while not over-ranged, can provide exactly what he or she needs to buy."
Prices in the brightly coloured stores are set to be competitive, added Hughes.
Stores can receive twice- weekly drinks deliveries from the company's dedicated warehouse in Crewe, and have the option of six-days-a-week delivery of grocery, chilled and frozen products from Nisa-Today's.
The private equity-owned company will also continue to update its 600-strong stand-alone off licence concept, swapping traditional shelving for more modern open-deck fridges in line with the growing consumer demand for chilled products.