Retailer chooses Simply Fresh for convenience sector return

Odedra, who has operated stores in Essex for more than 30 years, is set to bring the best of Sainsbury’s in his new 1,800sq ft Simply Fresh store in Chelmsford at the end of June.

Odedra said: “Each and every time I have launched a store, I have always looked to bring new ideas and energy to the community. I have been carefully assessing my options for this venture and having spoken to the team at Simply Fresh, I am convinced the store is going to be a huge success.

“The ability to bring our customers the best of Sainsbury’s and add our own twist with Simply Fresh is exactly the kind of relationship I was searching for. I hope our customers will find everything they are looking for, and of course, even more.”

Michael O’Loughlin, Simply Fresh chief operating officer, added: “Ajay knows exactly what he wants from this store and his wider convenience interests. I’m really happy that he has chosen Simply Fresh for his journey and I know that the store he is creating in Chelmsford is going to be really well received.

“Together with Ajay, the team have worked relentlessly to bring the latest iteration of our model to this store. I look forward to the store launch, and to support Ajay in all his future developments. It’s shaping up to be a great summer.”