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The Shoprite group has just launched the opening of another one of its high-end supermarkets.

The Checkers FreshX store in the Eastern Cape hopes to attract the kind of shopper who falls into the higher LSM category and would usually shop at Woolworths.

The first Checkers FreshX was opened in 2017 and since then 67 more have been opened.

The newly revamped store is located within the Boardwalk Mall in Gqeberha. The mall recently underwent a massive revamp and also features other standalone stores forming part of the Shoprite group.

According to Business Insider, the new supermarket has created 138 new jobs and now employs a total of 202 people.

The store will feature its own sushi bar, fresh oysters, high-end confectionaries as well as luxury cakes. The store’s meat market will feature free-range chicken and restaurant-quality steak.

Checkers has never been a contender in the higher LSM market, but its latest offering hopes to change that as it aims to go head-to-head with the leader in the upmarket grocery sector, Woolworths.

Image credit: Retail Brief Africa

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