The company converted one of its ParkNShop supermarket locations in an upscale mall as Taste, the name of its new superstore, which will carry more than 25,000 items.
Taste will offer items such as freshly-prepared Japanese sushi and sashimi, a delicatessen area with more than 100 items from around the world, an open bakery selling organic bread, and freshly-made sandwhiches - items which are currently available at rival operations.
Taste business unit director Steve Jebson said the 35,000 square foot store had been developed with the urban, health-conscious consumer in mind and would be providing "more than food" to them.
Other lifestyle extras include a party-catering service, baby care and carry-to-car services.
"Taste is positioned as a lifestyle store," Jebson said, noting that the company ensured staff were conversant in English to better target the city's non-Chinese speaking residents. PR company Beyond Communications has been tasked with helping Taste build its profile in the competitive retail market.