GEM, 1964-1966: Britain's first out-of-town retailer

摘要: Britain's first major out-of-town store opened in West Bridgford, Nottingham, November 1964. Operated by an American company, GEM, it employed a concessionaire system. This paper traces the from planning phase to its opening, and provides some insights impressions this new retail format created at time. GEM were not able produce results expansion they anticipated United Kingdom, opening just one further Leeds spring of 1965. After two years UK trading controlling interest GEM's British operations was acquired ASDA stores. The suggests reasons for failure experiment explores local impacts Bridgford. It concludes that short-lived operation may still be significant as precursor retailing important step early development ASDA.