New service station aims to sell 16m litres of fuel in its first year

FOLLOWING a significant investment, Sewell Retail is aiming to boost its brand and create a new, attractive concept.

The final stages of the £1m investment by Sewell Retail have been completed at its new service station on the A63, Hull West.

The redeveloped station will create five new jobs.

In line with the new 2400sq ft retail space, the business has refreshed its retail brand to Sewell On The Go – a new concept that combines fuel with convenience shopping.

The business has partnered with BP and Costa.

Sewell Retail is the second pillar to the multi-million pound Sewell Group and is headed up by managing director Patrick Sewell.

As patterns in the retail sector changed, the business has had to compete in a tough market,

Mr Sewell said the retail sector is a tough trading environment and being in an industry selling fuel has put the business in competition with national chains.

The businessman said more people are staying local and buying little and often.

There has also been an injection of national supermarkets creating convenience stores in town centres.

Mr Sewell said: "There's been significant growth in this sector. This makes it a very competitive world.

"There has been a big shift in the marketplace."

It is now commonplace for supermarkets to sell petrol.

Mr Sewell said: "It leaves the independent sector very weak. Nationally and locally, there are very few independent forecourts left."

According to the group, 425,000 customers are expected to make use of the new A63 services in the coming year, meaning the station will be fuelling vehicle tanks with an estimated total of 16m litres of fuel next year and selling approximately 20,000 bacon and sausage sandwiches.

Sewell Retail, has 12 sites near Hull. This arm of the business employs about 180 people and serves 80,000 customers on average a week.

Mr Sewell said: "In a recession you do think, is it the right time to spend money? But if we did nothing, it would get harder and harder. We took a positive stance."

As part of the investment, the Sewell Group has rebranded with BP.

Mr Sewell said: "BP are arguably the market leader.

"It is a good move for us."

As for the launch of the new brand, Mr Sewell said the aim is to "improve recognition of the brand."

He said: "We are looking a lot more at trying to communicate what our sites are and communicate our business. The brand has got to stand for something."

Hull West was delivered by Sewell Construction Services, part of the Sewell Group Construction Division.

Geoff Smith, project manager said: "It has been great to be part of another scheme that will provide great services to local people.

"We're a proud local company and we do our utmost to encourage reinvestment in the region through our development.

"The new service station has protected several construction jobs locally.

"90 per cent of the contracts were awarded to HU companies."