‘We needed to evolve’ – The Convenience Shop CEO David Tabone on upcoming rebrand

Malta’s largest convenience retail network is getting a fresh new look and a new name. Beginning this October, The Convenience Shop will be rebranded as MyConvenience and MySupermarket, in a strategic move the company says will ‘modernise the customer experience and create stronger connections with shoppers in every town and village.’

With 100 active outlets across Malta and Gozo, The Convenience Shop has become a household name over the past 16 years. The rebrand signals a new chapter for the group under a newly appointed executive team.

“From the moment I joined the company, it was clear that we had very powerful foundations and national reach, but we needed to evolve to stay ahead,” said David Tabone, Chief Executive Officer. “The new My brand reflects our promise to offer more tailored experiences to our customers, wherever and however they shop.”

MyConvenience stores will continue to serve communities with friendly, fast and easily accessible shopping on the go, while MySupermarket will deliver deeper value for larger grocery shopping lists.

The new brand structure, says the company, allows it to meet the full spectrum of customer needs, all under one unified, scalable identity.

“The name My communicates something simple but powerful: this shop is made for me,” said Pierre Mizzi, Chief Marketing Officer. “We really are creating a retail experience that listens, responds and adapts and this is made possible by our sheer scale and a renewed commitment to operational excellence.”

While both sub-brands are part of the same family, each has its own distinctive look: MyConvenience retains the company’s signature yellow, while MySupermarket adopts a fresh green tone. The overarching corporate identity, including the My logo and communications, are represented in an olive green palette, signalling unity and growth across the board.

This rebrand is just the first phase of a larger transformation taking place within the group, as new leadership focuses on digitisation, price optimisation, store upgrades, and a more responsive approach to community needs.

“By combining national strength with local familiarity, we’re building something far more than a chain of shops,” Tabone added. “We are creating a brand that people feel personally connected to, and one that belongs to them.”

The rebrand rollout begins in October and continues through further innovations and format announcements to follow in the coming weeks and months.