STORE PROFILE | Durham
Sm bu perfe form
SMALL AND MIGHTY Brothers Steve and Jassy Singh Dhinsa (r-l)are flying the flag for Premier’s new small store concept.
ROOM TO GROW: At just 600 sq ft the small store has been cleverly merchandised to feel much more spacious.
RISING STARS: Food to go and chilled produce are the stars of the show.
TOP OF THE STOCKS: The store has a strong promotional focus.
16 TalkingShop February 2022
Steve and Jassy Singh Dhinsa are the first retailers to showcase Premier’s brand new small store concept – and it’s proving to be a smash-hit with local shoppers.
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Despite their youthful appearances, Steve and Jassy Singh Dhinsa are old hands when it comes to independent retailing, having worked in their family-owned store since boyhood. They’ve witnessed a great many changes in that time, but none more so than the shift which took place in the summer of 2021 when, following the challenges afforded by the global pandemic, the pair decided to make the leap to join Premier. Up until that point, the store had been trading as an unaffiliated store but Steve and Jassy quickly recognised the benefits of becoming part of Premier, especially as part of its exciting new concept for small stores.
“Our parents established the business back in 1987,” Steve says “and we’ve always used Booker and know everyone in the local branch. “Mum was always going on about how we should join Premier. She wanted the shop to be fitted out properly and to have a solid fresh range as she could see the opportunity there, but for one reason or another the timing just wasn’t right and we didn’t get round to it.” Once restrictions eased, however, Steve knew the time was right. He explains: “We just felt that it was the right time to make the move and we just jumped! It was scary to make such a big change after so long but sometimes you just have to take a leap of faith.” It may have been a daunting decision to
