Quality, freshness and value are the hallmarks of Breslin’s SuperValu which has outlets in Abbeyleix and Rathdowney, Co. Laois.
Both stores were revamped in 2021 at a cost of €2.5 million and employ over 100 people. There was great excitement in Abbeyleix recently when it was named Ireland’s Tidiest Town. This was entirely fitting given that SuperValu has proudly sponsored the Tidy Towns competition since 1992.
“It’s a phenomenal achievement for Abbeyleix and no more than the local Tidy Towns committee and volunteers deserve for all their hard work and efforts over the years. They weren’t deterred by coming close in the past and are already looking to improve for next year. They have put Abbeyleix firmly on the map!” enthuses Connell Breslin, owner of Breslin’s SuperValu Abbeyleix and Rathdowney.
“As a SuperValu store in the town, it means a lot because of our long association with the Tidy Towns competition. SuperValu Tidy Towns is focused on encouraging communities to improve their local environment and make their area a better place to live, work and visit. Over the years, SuperValu retailers have worked hand-in-hand with their local communities to grow the competition to what it is today.
He continues: “Adding to the sense of pride in Abbeyleix this year was the involvement of the senior hurlers in their first county final in 74 years. The minors also reached the county final, so the future looks bright. They’re a coming force in Laois hurling.”
A native of Donegal, Connell joined the Kavanagh Group, which has 11 SuperValu stores across the West and North-West, straight from school. He undertook Kavanagh’s trainee management programme and managed their Donegal town store from 2001 to ’05 before relocating to the UK where he helped to set up the Group’s four Budgens retail outlets. An opportunity then arose to buy his own store in Rathdowney which he didn’t let pass.
“My wife Noreen and I wanted to move home, so it was a no-brainer really. Neither of us had any Laois connections – Noreen is from Mayo – but we were immediately made feel at home by the people of Rathdowney and Abbeyleix a few years later. They have welcomed us into both of their communities and that is something we are very grateful for.
“Every Friday, I spend most of the day on the shop floor in Rathdowney and Abbeyleix chatting to the customers. I think that is very important as it helps you to build up a relationship with them and gives you a better understanding of what they are looking for as customers.”
Connell and Noreen Breslin acquired Rathdowney in December 2009 and Abbeyleix in April 2017. Both stores are similar in size (approximately 8,500 sq. ft.), have town centre locations and incorporate post office units.
“When we did up the two stores, we were conscious of their unique selling points. Having the post offices guarantees us extra footfall, while we prioritised the fresh food and convenience end to cater for the office worker or hairdresser who pops in and out for a coffee or food on the go. Both stores are on the streetside which gives us a different customer to what you would have in a retail park. We cater for convenience and trolly customers.
“The deli in Abbeyleix is front and centre, while we have also extended our bakery, and fruit and veg range. We have added 2,500 sq. ft. and 30 extra car parking spaces to Abbeyleix. Our turnover there has doubled as a result.”
Both stores are now state-of-the-art and employ 110 people between full-time and part-time. The revamped Abbeyleix shop has an enhanced fresh food offering with a focus on artisan and vegan departments, including a new Happy Pear section alongside new ‘Taste of Local’ fixtures.
The Breslin’s team have gone to great lengths to be as environmentally conscious as possible with the new store’s innovative design. All lighting has been upgraded to LED models and refrigeration units are running off a CO2 plant which reduces their Global Warming Potential from 1,300 under the old system to just one. The new measures have led to a significant reduction in energy consumption across the premises.
In addition to the goods already available, the new-look store places a strong emphasis on fresh produce from local suppliers, with 75% of goods being sourced in Ireland. Abbeyleix stocks over 40 products from SuperValu’s Food Academy and local brands, including G’s Jams, Moore’s Spirits from Ballacolla and the Good Bean Coffee Company from Mountrath. All fresh meat, fruit and vegetables are locally sourced and can be traced back to the farm where they were produced. Unlike many other big supermarket chains which operate in this country, SuperValu is Irish-owned and therefore enjoys a unique relationship with its customers.
“We believe in making communities better by caring for our environment, so we are particularly proud of all the eco-friendly technologies throughout the new Abbeyleix store. As a community retailer, we take great pride in making a lasting positive impact,” Noreen says.
Breslin’s SuperValu has been a longstanding supporter of the local community in both Co. Laois towns. Its team has backed a number of local clubs, schools and charities during their time operating in both.
“We pride ourselves on our fresh produce, exceptional service and value, and commitment to local jobs,” Connell adds.
“With SuperValu being a sponsor of the All-Ireland Football Championship, we are proud to support half a dozen local GAA clubs and also provide sponsorship to local soccer and basketball clubs. We try to spread it around as much as possible.
“In addition, we offer a home delivery service that was extended during the Covid-19 pandemic. You can order your groceries online in Rathdowney and by phone or email in Abbeyleix. We are always willing to go the extra mile for our customers.”
As Breslin’s SuperValu Abbeyleix and Rathdowney continues to go from strength to strength, Connell and Noreen would like to take this opportunity to thank their customers and suppliers for their support and loyalty, as well as their exceptional team for their hard work, dedication and expertise.
Opening hours in Abbeyleix are 7am to 9pm Monday-Saturday and 8am to 9pm on Sunday. Rathdowney opening hours are 8am to 8pm Monday-Tuesday, 8am to 9pm Wednesday-Saturday and 9am to 7pm on Sunday.
Breslin’s SuperValu Abbeyleix
Main Street,
Abbeyleix,
Co. Laois,
R32 KP49.
Telephone: 057 873 1606
Breslin’s SuperValu Rathdowney
Ossory Street,
Rathdowney,
Co. Laois,
R32 RY99.
Telephone: 0505 46334
First published in Grocery & Retail Ireland magazine Vol 2 No 2, Winter 2023/24
