Bells name gets Sainsbury ring

SAINSBURY is rebranding its newly-acquired convenience stores as 'Sainsbury's at Bells Stores'. When it bought the 54-strong chain from Steven Bell in February, it promised to maintain the family name. But the supermarket chain wants to put its own stamp on the outlets, with the first 'dual fascia' store opening today in Peterlee, County Durham.

More than 500 Sainsbury's own-label products will be sold in the stores, and hundreds of prices have been cut. Sainsbury chief executive Justin King reckons the Sainsbury and Bells brand are an 'excellent match'.

Small stores are all the rage now that planning restrictions are so tough.

King is on the lookout for more convenience shops to add to the 66 Sainsbury Locals that are already open.

He walked away from cornershop chain TM Group, owner of Martins and Forbuoys, because fewer than 200 of the 1,200 shops were suitable. But Sainsbury has earmarked some of the £680m cash it has left over from selling US chain Shaws to spend on small store expansion.