DFI Retail Group launches mega supermarket at Sai Wan

DFI Retail Group has strengthened its supermarkets' products and service offerings, launching a megastore on the Hong Kong Island and incorporating an IKEA shop into a supermarket at Discovery Bay. 

The group said the new store "Wellcome Fresh" at The Westwood, spanning more than 50,000 square feet, offers over 15,000 items from around the world, claiming that it is the largest supermarket in Hong Kong. Divided into 14 sections, the store, according to the group, is different from other supermarkets in the city. Apart from its wide variety of products sourced from across the globe, the supermarket's seafood and fresh meat sections are similar to stalls at wet markets, allowing customers to have a closer look at the products, as the majority of supermarkets in Hong Kong only offer prepacked seafood and fresh meat. To offer greater convenience, the supermarket can even help customers cook the seafood they have brought. Also, in addition to fresh food, "Wellcome Fresh" offers a food street consisting of eight sections to provide different types of cuisine, with some of them collaborating with external parties such as bakery URBAN Bake n Take. 

When it comes to its interior design. "Wellcome Fresh" adopts a wide variety of local elements particularly from traditional wet markets. The company said such design was aimed at allowing customers to enjoy shopping in various sections in the supermarket with iconic Hong Kong elements, offering traditional elements in a new supermarket. Elman Lee, director, North Asia Food and CVS marketing and group company communications at DFI Retail Group, said, "We are planning to bring the new concept of 'Wellcome Fresh' to other districts. However, we need to consider our service offerings in a district instead of looking for a location to open the new store. Looking ahead, residents areas are our priorities if we need to open new 'Wellcome Fresh'."

Apart from "Wellcome Fresh", DFI Group has also launched the world’s first IKEA Close to You shop at Market Place, Discovery Bay. Spanning over 3,000 square feet, the space comprises over 110 home furnishing products and 120 Swedish signature gourmets from meatballs to salmon, as well as sauces and condiments.

To bring more convenience, IKEA Close to You added a number of digital solutions, including self-pick-up lockers that support flexible pick-up time and free shipping to allow customers a hassle-free online shopping experience; "Digital Experience for Furnishing Inspiration", a two-metre-high interactive screen providing 50 home-decorating inspirations; and the "Swedish Cooking Interactive Screen" which provides free cooking recipes. DFI Retail Group said by introducing the IKEA Close to You store at Market Place, the supermarket can provide premium produce, delicacies to home furnishings, adding that Market Place Discovery Bay is positioned as a lifestyle shopping landmark in the district. 

Amid the pandemic, many businesses have been investing in its digital offerings. Although Lee agreed that online shopping is gain traction, DFI Retail Group will continue strengthening its brick-and-mortar stores based on customer feedback. "We have learned from our customers that they are happy to shop at our stores as they can see and touch the products, which offers them a better experience when they need to buy something."

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