Mace store profile: Following

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

The 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 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.

Retailer Dermot Mulhall is delighted with the finished results of a major revamp at Mace Mountrath

STORE PROFILE 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

Brand confidence

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.

The inclusion of a Bewley’s barista is a feature of particular note that is proving a hit with customers

Another major enhancement, for Mulhall, is the optimisation of the fresh food displays, which can’t be missed by customers and really helps to bring the store alive. The mouthwatering food on offer can’t but entice a peckish traveller, or local, and the layout is designed with that in mind. The bakery is an area of particular pride for Mulhall and his team. It is a major stand-out for Mace Mountrath.

Career path

Mulhall’s journey to this point is as diverse as it is interesting and it’s the world experience he gained on his unique journey that helps make him the retailer he is today. While some retailers – the majority really – are born to the industry, or catch the bug early on, his journey was more circuitous.

“I was on a slightly tangential but, really, totally different career path,” he explains. “On leaving school I completed a degree in Hotel and Catering Management in DIT Cathal Brugha Street Dublin and was set on pursuing a career in the hospitality industry.”

Mulhall started out his working life by working in a number of hotels around Ireland but not wanting to be limited to experience of just one industry, he moved into business and accountancy, as he sought a definitive career path for himself.

“Before that, though, I wanted to gain some life experience and took off travelling. At the end of 2006 after travelling for a few years, I returned home. I began to work in the store initially on a casual basis just to earn some money and ended up working there for four years, until 2010. I guess, you could say it was by default I ended up in retail.

“I found I liked it, had a knack for it and wanted to progress this as a career, which I did,” he added.

Mulhall took over the store as the operator in 2010 and was trading under another BWG symbol brand before he made the decision to move to the Mace family in 2019, a decision he is delighted with.

The bakery is a major stand-out for Mace Mountrath and a real source of pride for Dermot Mulhall and his team

Covid-19

The far-reaching effects of the Covid19 pandemic, of course, meant that the Mountrath revamp was not without its challenges as it was affected by a number of stops and starts. “The original plan had been to complete the revamp over two phases, which seemed very straightforward and manageable,” Mulhall says. “We actually managed to complete it over two phases in the end – but each phase was six months apart!”

The pandemic also resulted in a huge downturn in passing trade during the months the country was in lockdown, which was massively challenging. Through it all, though, Mulhall and his team persevered and he is effusive in his praise of their work and commitment to the business and the industry.

“I rely hugely on Pat, Dominic and Kirsty who help keep all the plates in the air,” he says. “They work tirelessly to ensure we have consistency across all aspects of the business and having such a strong team is a great comfort. As key members of the team I know I can rely on them to keep the show on the road.”

Mace Mountrath’s separated off-licence space is wonderfully welcoming with new feature lighting and orange trough lighting denoting sections

Local employment

In total, Mace Mountrath provides employment locally to 22 people, nine fulltime staff and 13 part-time. It’s a vital part of the local community and especially following the revamp is now known locally as a store that also sells fuel.

“We are part of the community and enjoy serving our customers – locals and passing trade,” says Mulhall. “It’s the ever-changing environment that I truly love about retailing. There is no such thing as a dull day and having such a great core team makes it all the more enjoyable…if only because when I do get a down day I know that they are looking after everything and I don’t need to worry.” ■