Costcutter has opened the second site based on its Shopper First rebranding programme, at a company-owned store in Leeds.

The newly-acquired store is the second Shopper First pilot store following the opening of an independent store in Darfield, South Yorkshire last month. It will provide the business with direct insights into shopper reaction to the new brand and range initiatives. 

Shopper First is the Costcutter’s brand transformation initiative that brings together new brand and store designs, shopper insights and sales-driving range initiatives, following an in-depth study of shoppers. 

Simon Shaw, Costcutter director of company-owned stores, said: “Shopper First is the most important development in our 30-year history and it is important that we include company-owned stores within the pilot programme to provide insights and analysis that we can share with our retailers. 

“This new store follows the same blueprint as the first store in Darfield, South Yorkshire, however we have used the shopper profile information for this area to adapt the offer to meet local needs. This store gives us another opportunity to test the Shopper First programme in a slightly different environment.” 

The store marked its official opening with a community party attended by members of Leeds United Ladies Football Club.