Scottish-based wholesaler JW Filshill has announced the launch of a new fascia format, KeyStore More.

The format is aiming to provide “the most progressive” retailers with a distinct point of difference to stimulate growth and offer consumers a greater choice of products.

KeyStore More is designed as a premium brand, focusing on providing retailers with a comprehensive chilled and fresh range, an extensive choice of Scottish brands, and a modern shopping environment.

Filshil retail sales director Craig Brown said: “KeyStore More is designed to elevate our offer to enable the most progressive retailers to expand their range and provide more of the products and services that our research tells us consumers want.

“This means an upweighted focus on fresh and chilled products, food to go and access to an excellent range of local and Scottish products – all supported by a bespoke promotional campaign and enhanced by a brand new image that will create consumer interest and add a new dimension to what is already a dynamic retail marketplace.

“We’re also tapping into the extensive data at our disposal from our own scanning system, allowing us to gather information on consumer habits in our customers’ stores – this allows us to constantly improve category management and product ranging in Keystore More outlets and gives retailers a competitive edge and point of difference over other independents in their area.”

Retailer Wilson Rea joined the KeyStore fascia last month and has seen sales increase in his 1,800sqft Lanark store, as a result of switching.

He said: “When I compared one week in November with the same week in 2016, sales had jumped almost 10%. 

“The expanded range, coupled with a partial refurbishment of the store, has really struck a chord with my customers and we’re delighted with the result. Customers are commenting on the new look which has a classy, upmarket feel to it. It’s a really professional image that works well with the way I’m progressing the business.”

A total of 11 shops have been converted to KeyStore More stores since the launch of the new fascia.

Filshill has a target of opening 20 KeyStore More stores by the end of 2018.