SuperValu Announces Plans To Invest €35m In 50 Stores This Year

By Donna Ahern
SuperValu Announces Plans To Invest €35m In 50 Stores This Year

SuperValu has announced that it will invest more than €35 million in approximately 50 stores nationwide this year.

This is in addition to the €23 million deployed last year, to revamp and refresh 42 outlets across its portfolio.

The year 2022 will also see SuperValu continue to grow its nationwide presence, creating at least 150 jobs and adding to its existing 223 stores. The retailer currently employs approximately 16,000 people.

SuperValu highlighted that it achieved sales of €3.237 billion in 2021, as it increased weekly customers to 2.7 million during the year.

The robust sales performance was driven by larger weekly shops, the success of SuperValu’s own-brand products, and the demand for online and home delivery services, the retailer noted.


Speaking about the brand’s 2021 performance, Ian Allen, managing director, said, “SuperValu experienced another successful year of trading during 2021, delivering strong sales as we continued to invest in and expand our retail footprint and online offering.

“As we look to the year ahead, together with our valued retail partners, we plan to further cement our leadership position by continuing to offer even more great value, supporting local producers, investing in technology and food innovation, enhancing our reputation for quality and inspiring food, and delivering the best customer experience in the market.”

New Food Experience

Today, SuperValu also announced that it has also launched its new food experience at its Dublin flagship store in Knocklyon, an exemplar of the future of retail that revolutionises grocery shopping with a transformed food and enhanced sustainable experience.

SuperValu noted that its new food experience-based store allows customers to enjoy easier and simpler grocery shopping, combined with more sustainable choices.


From the point of entry, customers experience a taste-of-local range, to plant-based alternatives, as well as a home eco-range.

The state-of-the-art store provides customers with a new, innovative delicatessen, a bakery, meal solutions, and fresh food offerings, alongside the Happy Pear and Donnybrook Fair ranges.

SuperValu’s store in Knocklyon also operates on 100% green electricity and runs on LED lighting made from recycled CDs, using 60% less energy than standard systems.

The newly revamped store is one of 44 SuperValu stores in Dublin – nine of which benefitted from a €10 million investment during 2021.

Dublin Growth


SuperValu noted that it has seen continued growth in Dublin, driven by investment in its store network and the success of its convenience offering, including its Freshly Prepared By and assembled meals.

A key trend in 2021 was the continued growth in SuperValu’s online shopping service, with sales representing a 10% increase on the previous year’s demand/surge (2020: 173%) and an additional 130,000 new customers using the service.

The sustained growth in online is in response to changing consumer demands, as shoppers adjusted to new hybrid routines, with an increased focus on convenience.

Food Academy

SuperValu’s Food Academy, which supports 290 Irish food and drink producers across all 52 weeks of the year, recorded sales of €30 million in 2021 – up by 47% on the previous year.


According to the retailer, Food Academy producers have sold a combined €200 million of produce in SuperValu since 2013.

The Food Academy programme is in conjunction with Bord Bia and the Local Enterprise Offices, and it provides start-up food and drink producers with an opportunity to get their products on SuperValu shelves.

Speaking about SuperValu’s commitment to local communities, Ian Allen added, “We want to continue to play our role in supporting our customers to purchase locally sourced products and make more sustainable choices.

“At the same time, we are proud to give back to the communities we serve. From our sponsorship of TidyTowns and partnership with the GAA, to providing autism-friendly shopping events, we aim to do our bit to build thriving, sustainable communities for the people that support us.”

Real Rewards 

Separately during 2021, SuperValu also invested significantly in its Real Rewards loyalty offering, growing its total membership base to 1.2 million.

As part of its continued commitment to ensuring value for its customers, SuperValu plans to introduce over 1,000 new own-brand products to its existing range of 5,000 SKUs as a direct response to consumer demand for value, high quality, and healthier food.

© 2022 Checkout – your source for the latest Irish retail news. Article by Donna Ahern. For more retail news, click here. Click sign up to subscribe to Checkout.

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