The Food Warehouse has opened in Hereford this morning with more than 100 people queueing to get in.
The shop, part of Iceland, opened at 8am on Tuesday and £1,000 worth of vouchers were given away to the first 100 shoppers.
The first 200 were also given an Easter egg, with around 130 queuing as the doors opened, staff said.
Founded in 2014, the Food Warehouse was created to be Iceland's "big brother" – a large bulk-buying destination for shoppers.
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Iceland describes the Food Warehouse as a "concept store" and is a relatively new brand with around 130 shops nationwide. Iceland has more than 800 shops in comparison.
But in 2021 it said it was planning to open a further 30 shops in the UK.
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Each is designed to be a large format warehouse store covering between 8,000 and 15,000 sq. ft. of retail space. It has drawn inspiration from Costco's minimalist look and big-name products.
Here's a look inside the new shop, in Salmon Retail Park, Holmer Road, Hereford.
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