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STORE PROFILE
Resplendent in Mountrath Following a major revamp completed in January, Mace Mountrath in Co. Laois has a stunning new appearance and is outperforming in almost every category
T
he response of customers to the new design and flow in Mace Mountrath is all the encouragement Dermot Mulhall needed to know that he had made the right call when deciding to undergo a major revamp of his store. The revamp was not without its challenges; “it took a full year,” explains Mulhall. “We started in January 2020 and with all the delays due to the Covid-19 pandemic, we didn’t complete the works until January, 2021.” However, looking at the finished store, he attests it was definitely worth the extra headache. As well as looking stunning following a dialling up of the traditional Mace colour palette, the 3,800sq ft store is outperforming in almost every category with Mulhall reporting a huge uptake in alcohol in particular. “Even with the pubs and hospitality open, we are still experiencing strong sales growth in the off-licence section, which is tremendous,” he says.
Enhanced design The enhanced design includes changes in the off-licence section in Mace Mountrath – reflecting the new legislation governing the physical separation requirement – and an adaptable seating area while retaining (and enhancing) firm Mace favourites such as
Retailer Dermot Mulhall is delighted with the finished results of a major revamp at Mace Mountrath
Retailer: Dermot Mulhall Address: Mace Mountrath, Portlaoise Road, Mountrath, Co. Laois Staff: 22; nine full-time and 13 part-time Size: 3,800sq ft Opening hours: Always open
the ‘for food’s sake’ deli. The inclusion of a Bewley’s barista is a feature of particular note that is appealing to Mountrath’s shoppers and passing trade. The new-look décor is indicative of the shift convenience and forecourt stores have been experiencing in recent years. These days, forecourts as majestic as Mace Mountrath are shopping destinations for travellers as they plan their journeys around where they are going to stop for fuel, rest and sustenance.
An array of tasty and nutritious food-to-go options are available in-store
ShelfLife October 2021 | www.shelflife.ie
Brand confidence
STORE PROFILE
Dermot Mulhall’s decision to embrace the new-look Mace design is a nod to the confidence in Mace’s brand strength in what is a very competitive industry. The development of Mace Mountrath represents a sizable investment and is also a sign of their unwavering commitment of service to the local community and passing trade. In a real sense, the existing structure was maintained, but enhanced. New internally lit department signs have been introduced, and all high, eye and buy level POS have been refreshed and rejuvenated. The off-licence has been truly transformed with new feature lighting and orange trough lighting denoting sections. In an innovative design feature, spirits are in open flow presentation and while retaining crucial functionality, the separated off-licence space is wonderfully welcoming.
A firm Mace favourite, the ‘for food’s sake’ deli is generating strong sales
