South West c-store chain Smile Stores has opened its latest store in Swindon, Wiltshire, with 50% more space devoted to chilled than other Smile outlets.

Managing director Jeremy Symonds told C-Store that the decision to expand its fresh offer was also part of the group’s long-term strategy and responsible for a trading performance at the new opening that was “streets ahead” of its original target.

Another Smile will open by the end of the year and contracts have been signed for a further five.