Somerfield has unveiled the first of its new generation stores and bright new staff uniforms in a bid to update the chain's image. The 14,000 sq ft shop in Kingswood, South Gloucestershire, is heralded as "light years" ahead of the previous flagship store in Hungerford. Somerfield spent £9m on the new build, which features a more modern design with lower fixtures, brighter signage and wider aisles. The health and beauty, BWS and bakery departments have also been given a "shop within a shop" feel. The focus is more heavily on fresh food, and ready meals and convenience products have been brought to the front of the store. Staff also have new modern uniforms ­ including sport-style tops and fleeces in bright colours. Somerfield's head of store design Steve Tremlett said the design was an attempt to communicate greater authority. "Previously, we used to dress up bakery departments with orange canopies but that didn't integrate well. It meant the whole look of the store was less cohesive. This design feels more contemporary." Tremlett said other stores around the country would get refits using variations on the new look later this year, when a decision on which trial format to roll out to more stores in the portfolio would be taken. Tremlett added: "A lot of the estate is very old fashioned and we need to move it forward to demonstrate Somerfield is becoming progressive and better at running small stores." Store manager Paddy Walsh said: "I have worked for Somerfield for 26 years and this store has to be the best one yet. "This is the new look Somerfield, and we are confident that we can show that we are back in the marketplace and ready to take on the competition." A Sainsbury supermarket and Asda hypermarket a few miles away form the new store's competition. {{NEWS }}

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