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First printed in Checkout Magazine
Expat opportunity
By
Sheetal Mehta
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| Philip Evans: expansion plans |
The opportunity for Brits abroad to pick up their salt and vinegar crisps and baked beans is widening, as Thomas Green expands its franchise market in mainland Europe, and sets its sights on a store near Geneva.
The franchisor, which works in partnership with Nisa-Todays export arm Nisa-International, is a family-owned business operating out of The Hague, and currently has 12 franchised stores, across Spain, France and Holland.
Typical shops are between 100sq m and 250sq m and located in areas with good access for British expats and the local community. They can be segmented into two types, explains managing director, Philip Evans. All offer some 1,500 British lines, as well as a mix of fresh and local produce, but their exact mix depends on whether they are in holiday regions; or serving the indigenous and local British business population in major cities.
We sell the same 250 or so British lines all major multiples in Europe sell, but on top of that we have well over 1,000 more. People choose to come to our stores also because the owners, generally being British, better understand their customers, he says.
According to Evans, Thomas Greens growth is broadly on target. Set up in 2004, the plan is to have 15 to 20 stores by the end of the year, and to eventually have a portfolio of 100 shops across Europe.
The newest store on Thomas Greens radar is Jims Market in St Genis, France, just across the border from Geneva. Founded 10 years ago the business has, in the words of owner Jim Anderson: Become an institution in the local Anglophone community.
However, Anderson is now ready to contemplate retirement, but he is keen to remain involved in the business, which is why he is also prepared to see the store franchised under the Thomas Green banner.
Evans says: Our first and most successful store is in The Hague, and we feel the Thomas Green format would do similarly well in Geneva. Jims Market is in a great location, and we understand the kind of offer that would work here.
Thomas Greens five best sellers:
1. Walkers Crisps Salt & Vinegar 6x25g
2. HP Sauce Squeezy (425g)
3. Nestlé Original Shreddies (750g)
4. Tetley tea bags 80s
5. Paxo stuffing
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