With pictures: Morrisons opens in Ilkeston

Store manager Craig Flewitt.

Store manager Craig Flewitt.

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Morrisons new store in Ilkeston opened this morning, creating 234 jobs including 98 for people who were previously unemployed.

The store’s personnel manager, Diane McGarva, was joined for the ribbon cutting by retail marketing director Rebecca Singleton and competition winner Kian Howarth-Brindley, eight, from Trowell Church of England Primary School.

The opening of the new Morrissons superstore in Ilkeston

The opening of the new Morrissons superstore in Ilkeston

As part of a colouring contest across Ilkeston schools and childrens clubs, Kian’s winning design for a new Morrisons gnome - named ‘Morris’ - has been brought to life in honour of the site’s renowned ‘Gnome Island’ roundabout.

General manager Craig Flewitt said: “We wanted to create a shopping experience that was different from other supermarkets, offering customers a fantastic range of fresh products at great value and excellent customer service. The team have worked hard to train as specialists in areas such as wine, butchery and bakery and the fresh market concept means that many products are created by these specialists in-store each morning.

“We’re delighted that, as a result of this new store opening, we have helped create new jobs in the local area, and are now looking forward to welcoming new shoppers into our Ilkeston store.”

The team at the new Nottingham Road store includes staff trained in a range of traditional skills such as greengrocery, butchery, fishmongery, bakery and flower arranging. Across the store, many colleagues have undergone intensive training on product knowledge so that they can advise customers and suggest cooking tips, food combinations and matching wines.

The store’s layout, spread over more than 41,000 sqft, is designed to bring the Morrisons difference to life for customers. The new ‘Market Street’ includes a deli counter, 140 cuts of meat in the butchery and an unrivalled selection of more than 80 cheeses from the UK and around the world. At the bakery, there will be up to 48 varieties of bread baked fresh from scratch throughout the day by Morrisons bakers.

The new store also boasts a new Flower Shop that offers a range of freshly cut flowers and plants for all occasions and budgets, a new ‘make your own’ Pizza Counter, plus the fantastic Nutmeg range of clothing for boys and girls of all ages. The store’s concept café was designed with modern British café décor in mind and features movable seating for buggy and wheelchair access, free wi-fi areas and Barista style coffee with free refills.