The move marks a significant shift for the traditionally larger-format supermarket chain, which is now targeting urban centres, transport hubs, and residential areas where its presence has historically been limited. The initiative reflects broader trends in the UK grocery market, where demand for quick, local, and affordable shopping continues to grow.
A New Footprint in High-Density Locations
The newly announced stores are being strategically placed in high-footfall urban areas and residential neighbourhoods across England. Locations include major cities such as London, Manchester, Liverpool and Bradford, as well as smaller communities like Ferndown in Dorset and Horncastle in Lincolnshire. The rollout includes branches at transport hubs such as Limehouse Station and Finsbury Park Station, with the aim of capturing commuter traffic and offering accessible options for daily essentials.
Each Express store typically stocks around 3,000 branded and own-label products, focusing on “top-up” essentials such as bread, milk, and ready-to-cook dinner options. Asda states that its pricing at these smaller outlets is “notably lower” than rival convenience chains, making them attractive alternatives in a cost-sensitive market.
According to a statement from the retailer, “The combination of great choice and prices that are notably lower than competitor convenience stores has struck a chord with shoppers, resulting in sales at Asda Express sites outperforming the wider convenience market.” The Express format allows the supermarket to target new market segments without requiring the scale or infrastructure of traditional full-sized stores.
Expansion Builds on Key Acquisitions
The return to standalone Express store openings follows the acquisition of 469 convenience and fuel retail sites from The Co-op and EG Group, which Asda has been integrating into its network. This latest expansion, according to the company, is a continuation of its long-term strategy to capture a greater share of the £40 billion UK convenience sector.
In October, Asda opened nine new Express outlets in a single week — seven of them in London — highlighting its intent to strengthen its urban market presence. Among these were branches in Greenwich, Tower Bridge, Harringay, Deptford, and Whetstone. The Ferndown store in Dorset became the most recent to open its doors, adding to a growing map of compact outlets focused on local accessibility and quick-service retail.
Joseph Sutton, Asda’s Vice President for Express, foodservice and fuel, commented during the October rollout: “We’re thrilled to be opening nine new Express stores this week, including seven in London – an area where we have traditionally had less of a presence in convenience.” He added, “These openings are a key part of our strategy to bring Asda’s unbeatable value to more urban areas and residential communities across the UK.”
While many traditional supermarkets face rising costs and shifting consumer behaviour, Asda appears to be adapting by localising its operations and reducing physical scale — aiming to maintain affordability without sacrificing reach. As demand for convenience, flexibility and price grows, the company’s Express strategy could set a model for broader change in UK grocery retail.
