Following recent press speculation concerning the registration of easyfoodstore.com as a trademark and setting up of a holding website, easyGroup chairman Sir Stelios Haji-Ioannou has today clarified the nature and scope of this new brand extension.
"I was surprised how much interest the mere registration of a trademark and a URL has attracted especially considering easyGroup owns thousands of "easy" trademarks and "easy" URLs often for defensive purposes.
"However my interest in the food retailing business was sparked by recent press stories covering the widespread use of food banks by the needy and my own experience with the "food from the heart" charitable program operated by my philanthropic foundation in Cyprus.
"I have a feeling that there is a gap in the food retail market – a niche below some of the current budget operators such as Aldi and Lidl. It is very early days in the project and I was not planning any announcements but press speculation has been somewhat wide of the mark. And I have decided to clarify a few points.
"Currently I am only working on launching one pilot store from an already acquired freehold property in South London. So this is a low risk experiment in a new market sector for easyGroup. It should be seen in context of our recent acquisition of the old Metlife office block in Addiscombe Rd, Croydon, CR9 5AZ, (a nine storey building) to house a number of "easy" branded businesses. The top three floors will be converted into our very popular easyHotel brand, with a couple of the lower floors rented out as short term office space via easyOffice.co.uk. There is an option to use a further two floors to house an easyGym.
"The ground floor will provide a site for a low risk pilot store easyFoodstore. Concentrating on affordable, basic "no-brand-name" packet and tinned foods at bargain prices, easyFoodstore underlines the need for additional reliable day-to-day provision of basic foodstuffs. No other details have yet been decided.
"If the pilot site shows there is a need for this offering, easyfoodstore could be rolled out on a wider basis from 2014 onwards using freehold retail sites - buying into the weaker real estate prices in that sector. I hope that a commercially viable venture offering affordable food will help many people in need as well as produce a viable return for the capital employed."
The Observer - Serial entrepreneur Sir Stelios Haji-Ioannou is cautiously making plans to enter the budget supermarket sector.
The Guardian.com - Stelios Haji-Ioannou has bought the freehold to the old office block opposite East Croydon station for the first EasyFood store.
The Financial Times - Sir Stelios Haji-Ioannou is poised to add supermarkets to his stable of Easybranded businesses, which spans hotels to car hire.
The Sun - easyJet founder Sir Stelios Haji-Ioannou is to launch a budget grocery shop called easyFoodstore, taking on low-cost rivals LIDL and ALDI.
Food Production Daily - Sir Stelios Haji-Ioannou, founder of EasyJet is planning to open a discount food chain selling no-brand-name packets and tinned foods in 2014.
Croydon Advertiser.co.uk - easyJet founder Sir Stelios Haji-Ioannou is to launch a nine-storey "easyBuilding" in central Croydon, including his first budget supermarket.
Croydon Guardian.co.uk - The founder of budget airline easyJet is to launch a cut-price supermarket business, beginning with a store in Croydon.
cityam.com - On the ground floor of a tower block in Croydon, Sir Stelios Haji-Ioannou plans to open the first of many low-cost supermarkets under his Easy brand.
heraldscotland.com - EasyJet founder Sir Stelios Haji-Ioannou is launching a low-cost food retail business to undercut budget supermarkets Aldi and Lidl.
iol.co.za - London - EasyGroup chairman Stelios Haji-Ioannou said on Sunday he planned to open a low-cost food retail business in Britain, easyFoodstore, aimed at undercutting prices at German discount grocers Aldi and Lidl.
The Drum.com - Following on from yesterday's revelations that easyJet founder Sir Stelios Haji-Ioannou is to launch a budget supermarket chain - easyFoodstore, the entrepreneur has confirmed the pilot store is to be set up in Croydon.
bbc.co.uk - The founder of Easyjet, Sir Stelios Haji-Ioannou, is to launch a low-cost grocery business, aimed at undercutting the likes of Aldi and Lidl.
The Guardian.com - Sir Stelios Haji-Ioannou announces pilot site in Croydon for easyFoodstore, which will concentrate on basic foodstuffs
standard.co.uk - EasyJet founder Sir Stelios Haji-Ioannou is launching a low-cost food retail business to undercut low prices offered by budget supermarkets Aldi and Lidl.
news.sky.com - EasyJet founder Sir Stelios Haji-Ioannou is launching a low-cost food retail business to undercut low prices offered by budget supermarkets Aldi and Lidl.
mirror.co.uk - The billionaire founder of easyJet plans to launch a budget supermarket.
metro.co.uk - EasyJet founder Sir Stelios Haji-Ioannou is launching a low-cost food store business to rival budget supermarkets Aldi and Lidl.
Manchester Evening News.co.uk - EasyJet founder Sir Stelios Haji-Ioannou is launching a low-cost food retail business to undercut low prices offered by budget supermarkets Aldi and Lidl.
dailymail.co.uk - The billionaire founder of easyJet is to launch a budget supermarket to take on the likes of Tesco, Asda, Sainsbury's and Morrisons.
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