Stop & Shop's New Format Focuses on Private Label

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November 15, 2011

Stop & Shop’s latest prototype boasts increased selection and introduces what the retailer calls “a new kind of shopping experience” complete with 4,000 private label products and a supervised play area for kids.

The new format nearly doubles the prior store’s size. Replacing a 38,000-square-foot location in Chelmsford, Mass., the new, 72,000-square-foot store is the first of its kind for Stop & Shop. New amenities include an in-store nutritionist, a supervised child play area, curbside pick-up and innovative in-store shopping tools.

“We are constantly seeking ways to improve the customer's overall shopping experience each time we open a Stop & Shop store,” said Mark McGowan, president, Stop & Shop New England Division. “This new Chelmsford Stop & Shop is a leader when it comes to providing the breadth of selection and options for our customers.”

The store will offer an expanded assortment of products throughout each department starting with a selection of 4,000 Stop & Shop store brands. The retailer’s Nature’s Promise takes center stage in the Nature's Promise Marketplace with 650 natural and organic products and Nature’s Promise organic meats featured in the full-service meat department.

Stop & Shop’s additional store brands -- Care One, Cottontails, Companion, Guaranteed Value, and Simply Enjoy -- have expanded to 4,000 SKUs from the 2,500 listed on its web site.

Other new features of the format include:

• An expansive produce department with more than 1,200 items, including a wide variety of heirloom tomatoes, cut fruit, fruit and vegetable party platters, and new cut vegetable offerings;
• The prepared foods section and full-service deli department feature fresh, fried and rotisserie chicken, a full salad bar, more than 250 varieties of cheeses, a sushi bar, hot soup, and sandwiches;
• The full-service meat and seafood departments offer only USDA Choice or higher grade meat, Certified Angus Beef, Nature's Promise Organic meats, free-range all natural beef, and Choice Catch sustainable seafood;
• The full-service, expanded bakery department will offer freshly baked breads and signature desserts; and
• More than 4,500 natural items under the Nature’s Promise brand.

Healthy options and sustainability are also a big part of the store. Two designated family friendly checkout lanes feature healthy snack and beverage options while the building itself is seeking LEED (Leadership in Energy and Environmental Design) certification.

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