Convenience chain Mace hopes to move into the larger supermarket sector with a €50 million strategy which it predicts will create 750 jobs over three years. Edward Power reports.

Thirty Mace supermarkets will open by 2004, bringing to 510 the number of branches in Ireland, the group's annual conference was told yesterday.

The expansion drive marks a "milestone" in the franchise's evolution, according to Mr Conor Whelan, managing director of BWG Foods and chairman of Mace Ireland.

"This new store format represents part of Mace segmentation strategy to grow the Mace business in Ireland," he said.

But Mace had no plans to shift from the convenience sector, added Mr Whelan.

"The overall strategy will be to continue to develop the Mace convenience offering on high streets, in neighbourhoods and on the forecourt, while introducing a larger retail format to satisfy the new and emerging opportunity for daily shopping," he said.

This would be achieved by extending the product range and service offering, and introducing new store designs, he said.

Mace supermarkets have already been opened in Dundalk, Carlow, Castlerea, Co Roscommon, Limerick and at the IFSC in Dublin. A sixth supermarket is planned for Bandon.

"Our new strategy is being implemented in response to customer needs and is designed to make Mace a central point for daily and weekly shopping," said Mr Whelan.

BWG, which also holds the Spar franchise in the Republic, reported turnover of €763 million in 2002. It plans to create 1,000 jobs in Spar outlets in a €200 million expansion over the next three years.