Simply Fresh director Kash Khera has set an ambitious target for the symbol group, hoping to grow store numbers by 50% by the end of 2013.

“We hope to have 60 stores open by the end of the year,” said Kash. “We’re looking at organic growth rather than giving it the hard sell just to make up numbers. We want retailers who will fit in with the group’s look rather than just trying to get as many as possible.”

Simply Fresh recently opened its 40 store in Sutton Coldfield in the West Midlands with several others due to open in the coming weeks, including the group’s first forecourt store in Axbridge, Somerset.

Kash added that he wants Simply Fresh retailers to continue focusing on customer engagement to set themselves apart from the competition. “We want our retailers to focus on reviewing their customer base and tailoring their range to suit their shopping missions,” he said. “In this economic environment, we need retailers to engage with their customers as they’ll offer the best feedback possible.”

The group also celebrated its second anniversary last week with a review day and gala dinner at Stoneleigh Park, Warwickshire, which was attended by over 200 guests and 30 suppliers.