Costcutter Supermarkets Group has revealed its new brand strategy after a strategic review of its portfolio of brands.

The company says the results of the review will set the course for the next five years with the group establishing a portfolio of three core brands – Costcutter, Kwiksave and Mace. In Northern Ireland the Mace brand will be known as Supershop.

A premium version of the Costcutter brand will also be available for retailers where location and demographics require a higher specification for their store. This will also be reflected in the range with more focus on independent specialist and fresh. The premium Costcutter replaces the myCostcutter brand and stores will be redeveloped with the new brand.

Your Store, which was acquired as part of the transfer of Mace from Palmer and Harvey in 2013, will continue to be phased out and replaced with Mace, and Supershop in Northern Ireland.

Richard Coates, marketing director for Costcutter Supermarkets Group, said: “This updated brand strategy sets our course for the next five years. A portfolio of strong, differentiated brands is key to enabling our members to continue developing their businesses and for us as a group to achieve our store growth objective.

“All of the brands will continue to focus on serving their communities but will each have their own brand propositions and personalities to differentiate them from each other, and crucially from other convenience offers.”

Describing the different brand propositions he said Costcutter stores are at the heart of the community... they are the local shop. The store owners and staff know their customers, what they want and give them the personal service. They are proud of their store and are “Proud to be local”.

He described the Kwiksave brand as enjoyable, fun, friendly and loved for its value, playful and upbeat nature. The consumer is proud to pick up a bargain, they love and trust Kwiksave, relish and love the deal. We build on this with the expressive proposition of Kwiksave “Savings to smile about”.

Mace is the quick stop shop, functional, full of choice, easy to navigate, convenient, open all hours and straight forward.

New store branding and development guidelines have been created for each brand and stores are already being redeveloped in line with these.

Coates added: “Our brand portfolio approach allows us to serve the diverse range of stores our members have. Costcutter, Kwiksave and Mace give us the flexibility to meet retailers’ needs whether they are forecourt, neighbourhood, high street, supermarket or CTN stores.

“Development continues across all the brands to increasingly differentiate them over time and further define retail standards and best practice for them all.”