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Mace Retail To Expand With €35m Investment From BWG Foods

By Sarah O'Sullivan
Mace Retail To Expand With €35m Investment From BWG Foods

BWG Foods has announced a €35 million investment programme for its Mace stores, which aims to support the retailer’s expansion plans.

BWG Foods announced the programme at Mace’s Retailer Conference event in the Europe Hotel, Killarney.

Mace also revealed its ambitious new business strategy.

The strategy – ‘Partners for Ambition’ – aims to increase shopper footfall and spending.

Other goals include enhancing retailer profitability and reinforcing Mace’s position in the convenience retail space.


Accelerated Growth

The implementation of the strategy follows three years of accelerated growth for Mace, driven by a €28.5 million investment from parent business BWG Foods since 2020.

BWG’s investment delivered cumulative growth of 41% during the period. As a result, Mace registered a record €400 million worth of sales in 2023.

This indicated a 6.5% increase on 2022.

Key to the retailer’s growth are its investment in brand-related activations, store upgrades, and targeted media campaigns with Mace ambassador Johnny Sexton.

Offerings within the store also underpinned growth. Footfall-driving departments, such as the deli and off-licence, played a significant role.


BWG has forecast 5% growth for its Mace business this year, increasing sales to €420 million.

Mace plans to use over €1 million of the investment for a new marketing campaign featuring Sexton.

‘A People-Driven Business’

The sales director of BWG Foods, Keith Crawford, spoke of the performance of Mace’s network, calling it “a testament to the unwavering commitment of our retailers.”

Crawford continued, “Convenience retailing is still very much a people-driven business, and Mace is currently benefitting significantly from having a highly motivated network of dynamic retailers who have big ambitions to grow the brand and their businesses.

“We believe the €35 million investment will enable our Mace retailers to realise their ambitions, and we look forward to supporting them on that journey over the coming years.”


Along with BWG’s investment, Mace will be investing significantly in its own business.

The retailer will be rolling out new store designs, extending existing stores and opening new ones, and implementing key sustainability initiatives.

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