Technology

Loblaw piloting ‘no name’ store in Ontario market

Photo: Courtesy of Loblaw

August 22, 2024

Loblaw Companies is piloting a new concept — a value-based no name store in three Ontario markets aimed at helping customers save up to 20% on grocery and household items.

The store promises lower prices due to lower operating costs and by carrying a targeted assortment of products, according to a press release.

"Our goal is simple — providing food and essential household items across a limited range of national brands and no name brand products at our lowest possible price," Per Bank, president and CEO, Loblaw, said in the release. "Since food inflation took off globally, we have been laser-focused on doing what we can to keep prices lower for customers, including opening more discount food locations in more parts of the country. This new test concept allows us to pass on lower prices to our customers — it's a completely different and simplified shopping experience."

The store plans to cut operating costs with a smaller operating hour time frame, limited marketing, no refrigeration and fewer weekly deliveries.

"Our commitment to customers is that products at the no name store will be up to 20% less than the regular retail price on a comparable product at any of the four main discount grocers in that local area. These no name stores will have a limited selection of 1,300 products, but these are many of our top-selling pantry staples and household goods throughout the province, so we know they're what customers buy most and what will bring them the biggest savings," Melanie Singh, president, Loblaw's Hard Discount Division, said in the release. She called the no name store concept a "test and learn project."

Loblaw Companies Limited is Canada's largest retailer and private sector employer with a network of 2,500 stores and national e-commerce options