MAPCO Express Convenience Stores Expand Private Label

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September 13, 2011

Brentwood, Tenn.-based Mapco Express has big plans for its private label program. With 220 SKUs, the chain intends to aggressively grow store brands in the future,

Mapco, part of Delek U.S. Holdings Inc., reported that same-store sales of private label goods were 4.3 percent in the most recent fiscal quarter. That's up from 2.5 percent of total merchandise sales for the same period last year and there's plans for store brands to ultimately become as much as 10 percent.

"Mapco Express is committed to developing high-quality, innovative private label products for its customers," Russ Shrewsberry, Mapco's director of private label told Convenience Store News. "By developing relationships with smaller vendor partners that have national-brand manufacturing experience, Mapco has been able to offer customers private label products that meet — and sometimes exceed — the quality of national brands."

The retailer sells more its private label goods in its 500 convenience stores, which includes bottled water, soft drinks, snacks, cold grab-and-go items, candy, cigarettes, dry grocery goods, children’s drinks, teas, energy drinks, juice, vitamin-enhanced water, automotive supplies and a variety of general merchandise. Selection varies by location.

Mapco Express launched its private label program in late 2009. The chain quickly discovered that shoppers expect quality as part of the value equation and is enthusiastic about new additions to its private-label line up that meet the criteria.

Mapco is growing along with its store brands. There are plans to build up to 20 new, larger stores in the next few years that will allow for an expanded private label assortment. New products and merchandising initiatives will be based on market research and consumer surveys, according to Convenience Store News.

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