SuperValu’s new state-of-the-art store in the new Dublin 15 suburb of Hansfield has enjoyed a very successful first year in business as it caters for one of the youngest, fastest growing and most diverse communities in the country.
Opened on October 30 last as part of a broader €37 million investment programme across SuperValu’s store network in 2025 – underscoring the retailers ongoing commitment to local employment and sustainable community retailing – Hansfield is a testbed for future SuperValu contemporary store layouts, enabling the retailer to enhance its customer experience by trialling the latest in food innovation.
Owned and operated by Cedarglade, the 14,000 sq. ft. store represents a new benchmark for local retail, combining freshness, high-quality food, local sourcing and convenience under one roof. From the vibrant produce section, featuring a range of local Irish-grown fruit and vegetables, to the expertly crafted butchery, offering Bord Bia approved premium cuts, every detail is designed to celebrate freshness.
The store is also tailored for an ethnic market. To this end, its ‘Ethnic Foods of the World’ speciality section offers over 850 lines of global grocery products, including extensive Eastern European, Brazilian, Indian, Pakistani, Middle Eastern and Thai food ranges.
“This store is the most ethnically diverse I’ve worked in in terms of our customer-base,” SuperValu Hansfield store manager Marc Flanagan explains.
“It’s reflected in our product line – at least 35% of which are ethnic. Our ‘Ethnic Foods of the World’ section is a massive draw. We have key lines that our ethnic customers look for. They can now get everything they need here without having to go to an Asian or another specific market. All that we’re missing is a Halal butcher which we plan to recruit in the near future.”
In addition to its fresh food leadership, SuperValu Hansfield has introduced a range of convenience-driven innovations designed with the needs of the local community in mind. Highlights include OAKBERRY concession, stocking their popular açaí products; On-the-Go Zone, featuring Sushi Circle’s handmade sushi; Chicken Hatch, a brand-new hot food concept featuring freshly cooked Irish chicken with a selection of sides and sauces; Healthy Living Hub, a dedicated area focused on health and wellness, offering vitamins, supplements, breakfast products and sports nutrition essentials; Fresh Bakery featuring artisan breads, donuts and trending items such as cruffins, cannoli and maratozzi buns – all baked fresh daily;
Frank & Honest Coffee Zone, offering hot and iced coffee with new dark-roast and oat-based options; Taste of Local Range, proudly spotlighting small and local Irish producers; Signature Taste Zone, showcasing SuperValu’s award-winning own brand range, including the popular 3-for-€10 offer; Meals Market, offering a variety of handmade meals from Donnybrook Fair, as well as everyday freshly prepared options and healthy ranges from The Happy Pear and Clean Cut; a ‘store within a store’ Off Licence concept featuring a signature selection of wines exclusive to SuperValu and a wide range of zero-alcohol products; and the aforementioned ‘Ethnic Foods of the World’ section, with expanded Eastern European, Brazilian, Indian and international lines.
SuperValu Hansfield’s first year in business couldn’t have gone much better, according to Marc.
“We’ve got off to a great start,” he enthuses.
“The first two weeks were extremely busy and it has continued in that vein. We’ve had to have the place humming all the time for the large number of visits we’ve had from other SuperValu and Centra stores looking for new ideas and concepts. Some of the visits have been scheduled, while others have been unscheduled!
“We’ve hit all our key KPI targets and are one of the steadiest greenfield sites within the Musgraves chain. We’re very consistent in sales. We’ve put a big focus on providing what our customers can’t get elsewhere and have also carried out a number of reviews across our fresh food range.”
The new store’s success was reflected at the National Grocery Management Awards 2026 where Marc and his colleagues Sean Scanlon, Agnieska Posladek and Akshay Anilkumar were finalists in the respective ‘Medium Supermarket Manager of the Year’, ‘Butcher Manager of the Year’, ‘Supermarket – Delicatessen / Food to Good Manager of the Year’ and ‘Off-Licence Manager of the Year’ categories. In addition, SuperValu Hansfield made the shortlist for ‘Retail Team of the Year’.
More recently, the Dublin 15 outlet was named among the Top 30 stores at the Elavon Retail Excellence Ireland Awards.
Marc is full of praise for his 85-strong team which includes assistant manager Paul Askin.
“We have a great team and great customers. It would be remiss of me not to mention the massive part Paul played in our opening. He was here 16 weeks beforehand training our colleagues and escorting them. His breadth of knowledge is second to none and we’re very lucky to have him.”
Taking over the reins at Hansfield has been a homecoming of sorts for Marc, who hails from nearby Blanchardstown and began his retail journey with Eurospar at the age of just 15.
“When I was a kid, this area was green fields and countryside. It has changed dramatically since then,” the affable store manager continues.
“I started out with Eurospar and was with them for 10 years. All of my retail career has been in the Dublin area except for two years I spent in Castlecomer, Co. Kilkenny running a Eurospar down there. I joined SuperValu in 2011 and have worked in Sutton, Knocklyon, Blackrock, Bray, Swords, Sundrive, Knocklyon again, Rathgar, Blackrock again, Swords again and Hansfield in that order. It has been an enjoyable and fulfilling experience to date.”
Sustainability has been placed at the heart of the new Hansfield’s store’s design. The new layout incorporates a range of innovative, energy-efficient technologies. High-speed electric vehicle charging points are available in the car park, supporting the transition to cleaner transport. Inside the store, energy efficiency and circular design were key considerations at every stage of development.
Initiatives focused on sustainable materials, energy efficiency, LED innovation, renewable heating and the Deposit Return Scheme reflect SuperValu’s ongoing commitment to sustainable retailing, creating a more responsible shopping experience for their customers.
Furthermore, the store has hit the ground running in support of SuperValu TidyTowns in Ongar and providing sponsorship to community groups and local GAA clubs, including Erin Go Bragh Gaa, Hansfield Educate Together National School and Hansfield Educate Together Secondary School.
SuperValu Hansfield is an autism-friendly store, designed to provide an inclusive and comfortable shopping experience for all members of the community. The store hosts a dedicated autism friendly evening every Tuesday from 5pm. In addition, the store allocates time for students from local schools to carry out their shopping in an accessible setting.
Serving the needs of Hansfield residents and a key contributor to the growing local economy, SuperValu Hansfield is open from 6am to 10pm Monday-Friday and 7am to 10pm on Saturdays and Sundays.
SuperValu Hansfield
Barnwell Road / Luttrell’s Lane,
Hansfield,
Dublin 15,
D15 H6CE.
Telephone: 01 919 8006
First published in Grocery & Retail Ireland magazine Vol 5 No 3, Autumn 2026
