U Select

U Select is a supermarket chain in Hong Kong operated by China Resources Vanguard, the retail business associated with China Resources Enterprise. The chain emerged from a broader strategic partnership between China Resources and the British retailer Tesco. In August 2013, China Resources Enterprise and Tesco signed a memorandum of understanding covering a proposed joint-venture structure for mainland China, Hong Kong, and Macau. The planned business scope extended beyond conventional supermarkets to hypermarkets, convenience stores, liquor stores, and cash-and-carry operations. China Resources was intended to hold 80 percent of the venture and Tesco 20 percent. The first U Select stores opened in April 2015, when two branches began trading on 18 April at Prince Edward Road West and Bellagio Mall. A third store followed in June on Main Street East in Shau Kei Wan, and the chain reached its tenth branch in September 2015 with a location at Hip Wo Street in Cheung Wo Court, Kwun Tong. The rollout used former Vanguard supermarket locations as a foundation, while additional sites were added as the network expanded across Hong Kong Island, Kowloon, and the New Territories. U Select was initially positioned as a value-oriented supermarket format. Its early stores used a blue visual identity and, according to the referenced account, some initially accepted cash only rather than credit or debit cards. A distinctive part of the proposition was the international sourcing mix: at least one third of the products sold in the stores came from overseas supermarket chains. This gave U Select a differentiated offer in Hong Kong's competitive grocery market, combining everyday supermarket goods with imported products associated with international retail partners. The format later developed into several store concepts. U Select Food launched in June 2019 at South Horizons. These outlets placed greater emphasis on foreign food products and carried a smaller non-food assortment than the original stores; they also adopted a black colour scheme. In April 2021, U Select Mini opened on King's Road in a converted VanGO convenience-store site. Only two U Select Mini outlets were reported, both on Hong Kong Island, making the format a limited small-store extension rather than a full replacement for the main supermarket network. The chain's international sourcing model changed after Tesco decided to stop international product sales in connection with Brexit. From December 2021, U Select began stocking products from Australia's Coles, and from May 2022 it also began stocking products from the United Kingdom's Morrisons. These changes preserved the chain's imported-product orientation while replacing or supplementing Tesco-linked international merchandise. Reported store counts rose from 37 in May 2018 to 67 in February 2021 and 75 in July 2021. U Select therefore developed from a small supermarket rollout into a substantial Hong Kong store network, with standard supermarkets, food-focused stores, and a limited mini-store format.

U Select was established as a Hong Kong supermarket format operated by China Resources Vanguard. Its origins lay in a proposed cooperation between China Resources Enterprise and Tesco. On 18 August 2013, the two companies signed a memorandum of understanding concerning a joint venture intended to operate retail businesses in mainland China, Hong Kong, and Macau. The contemplated portfolio included hypermarkets, supermarkets, convenience stores, liquor stores, and cash-and-carry operations. China Resources was to hold an 80 percent interest, while Tesco was to hold 20 percent. U Select stores began opening in April 2015. The first two branches opened on 18 April at Prince Edward Road West and Bellagio Mall. A third branch followed in June on Main Street East in Shau Kei Wan. By 17 September, the chain had reached ten outlets after opening a second Kowloon branch at Hip Wo Street in Cheung Wo Court, Kwun Tong. The network was developed partly through the conversion of existing Vanguard supermarket locations and partly through new or additional sites. The original U Select format used a blue colour scheme and was conceived as a value-focused supermarket. Early outlets reportedly operated on a cash-only basis before broader payment methods were adopted. The chain distinguished itself through its imported assortment: at least one third of store products came from overseas supermarket chains. This sourcing strategy linked the Hong Kong retailer to international supermarket merchandise while retaining the everyday grocery function of a neighborhood supermarket. U Select expanded steadily. The reported store count was 37 in May 2018, 67 in February 2021, and 75 in July 2021. Its locations covered all three principal regions of Hong Kong: Hong Kong Island, Kowloon, and the New Territories. The brand also experimented with differentiated formats. U Select Food opened its first store in June 2019 at South Horizons. Compared with the standard format, U Select Food carried more foreign products, particularly food, and less non-food merchandise; it also used black rather than blue branding. On 22 April 2021, U Select Mini launched on King's Road in a converted VanGO convenience-store site. Only two U Select Mini branches were reported, both on Hong Kong Island. The chain's international product strategy changed after Tesco decided to cease international product sales in the context of Brexit. U Select responded by introducing Coles products from December 2021 and Morrisons products from May 2022. These moves maintained the retailer's emphasis on overseas supermarket products while diversifying the international sources available to Hong Kong shoppers. The available reference material does not establish a current store count, detailed financial performance, or a complete list of present-day outlets. It does, however, document U Select's development from a 2015 supermarket launch into a multi-format Hong Kong grocery chain with a notable imported-product proposition.

• 2022

  Morrisons products added

  [1]U Selecten.wikipedia.org

  Products from Morrisons began appearing in U Select stores from May.

• 2021

  U Select Mini launches

  [1]U Selecten.wikipedia.org

  The first U Select Mini opened on King's Road on 22 April in a converted VanGO location.

• 2021

  Network reaches 75 stores

  [1]U Selecten.wikipedia.org

  The reported chain size reached 75 stores by July.

• 2021

  Coles products enter the assortment

  [1]U Selecten.wikipedia.org

  U Select began stocking products from Australia's Coles in December after Tesco ended international product sales.

• 2019

  U Select Food launches

  [1]U Selecten.wikipedia.org

  The first food-focused U Select Food outlet opened at South Horizons.

• 2018

  Network reaches 37 stores

  [1]U Selecten.wikipedia.org

  The reported U Select network comprised 37 stores by May.

• 2015

  First U Select stores open

  [1]U Selecten.wikipedia.org

  The first two branches opened on 18 April at Prince Edward Road West and Bellagio Mall.

• 2015

  Third store opens in Shau Kei Wan

  [1]U Selecten.wikipedia.org

  U Select continued its initial rollout with a branch on Main Street East, Shau Kei Wan.

• 2015

  Tenth branch opens in Kwun Tong

  [1]U Selecten.wikipedia.org

  The chain reached ten locations with an outlet at Hip Wo Street in Cheung Wo Court.

• 2013

  China Resources and Tesco sign retail joint-venture memorandum

  [1]U Selecten.wikipedia.org

  The companies outlined a proposed 80:20 retail venture covering mainland China, Hong Kong, and Macau, including supermarket and convenience-store operations.

A Hong Kong supermarket chain combining value-oriented grocery retail with a substantial imported-product assortment.

• Supermarket · 2015

  U Select

  The original supermarket format is a value-oriented grocery store selling everyday food, beverages, household goods, personal-care items, and selected non-food merchandise. Its blue visual identity and imported-product assortment formed the core of the U Select proposition. The format was rolled out across Hong Kong Island, Kowloon, and the New Territories, with many locations created by converting or adapting former Vanguard supermarkets.

• Food-focused supermarket · 2019

  U Select Food

  U Select Food is a variant designed to give greater prominence to imported food products, while reducing the relative emphasis on non-food merchandise. The first store opened at South Horizons in June 2019. The format used a black colour scheme, differentiating it visually from the blue standard U Select stores.

• Convenience-oriented grocery store · 2021

  U Select Mini

  U Select Mini is a smaller store concept intended for neighborhood convenience. The first outlet opened on King's Road on 22 April 2021 after conversion from a VanGO convenience-store site. The available reference identifies two U Select Mini outlets, both on Hong Kong Island, indicating a limited-format rollout compared with the main supermarket network.

• Imported grocery assortment

  Imported supermarket products

  Imported products are a defining component of U Select's assortment. At least one third of products were reported to come from overseas supermarket chains. After Tesco's international product sales ended in the context of Brexit, U Select introduced Coles products from December 2021 and Morrisons products from May 2022.

• 2022

  Addition of Morrisons productsStrategy

  Background

  U Select continued adapting its international assortment after the reduction of Tesco-linked product sales.

  Action taken

  The retailer began stocking Morrisons products from May.

  Aftermath

  Morrisons became another overseas supermarket source within U Select's imported-grocery range.

  Source

• 2021

  Introduction of the U Select Mini formatProduct launch

  Background

  The retailer explored a smaller neighborhood format using an existing VanGO convenience-store location.

  Action taken

  U Select opened its first Mini store on King's Road on 22 April.

  Aftermath

  Two U Select Mini outlets were reported, both on Hong Kong Island.

  Source

• 2021

  Shift away from Tesco international productsStrategy

  Background

  Tesco decided to stop international product sales in connection with Brexit, affecting a notable part of U Select's imported-product proposition.

  Action taken

  From December, U Select began stocking products from Australia's Coles.

  Aftermath

  The chain retained an overseas-product focus while diversifying its international supermarket sources.

  Source

• 2019

  Launch of the U Select Food formatProduct launch

  Background

  The chain sought to develop a store concept with a stronger emphasis on overseas food products and a smaller non-food range.

  Action taken

  U Select opened its first U Select Food store at South Horizons and introduced a black visual identity for the format.

  Aftermath

  Additional U Select Food outlets were opened later, although the available material does not provide a complete network count.

  Source

• 2022

  Morrisons products added to U Select assortment[1]U Selecten.wikipedia.org

  Product launch

  U Select began stocking Morrisons products from May, further reshaping its imported-grocery range after the reduction of Tesco-linked international product sales.

• 2021

  U Select Mini opens on King's Road[1]U Selecten.wikipedia.org

  Product launch · Product generation

  The first U Select Mini opened on 22 April in a converted VanGO convenience-store location, extending the brand into a smaller neighborhood format.

• 2021

  U Select replaces Tesco-linked international products with Coles merchandise[1]U Selecten.wikipedia.org

  Product generation

  Following Tesco's decision to end international product sales in connection with Brexit, U Select began stocking Coles products from December.

• 2019

  U Select Food format launches[1]U Selecten.wikipedia.org

  Product launch · Product generation

  The first U Select Food store opened in South Horizons, using a black visual identity and emphasizing imported food products over non-food merchandise.

• 2015

  First U Select supermarkets open in Hong Kong[1]U Selecten.wikipedia.org

  Product launch

  Two initial U Select branches opened on 18 April at Prince Edward Road West and Bellagio Mall, beginning the brand's Hong Kong rollout.

• 2015

  U Select reaches ten branches[1]U Selecten.wikipedia.org

  Other

  The chain opened its tenth outlet in September at Hip Wo Street in Cheung Wo Court, Kwun Tong, marking an early expansion milestone.

• 2013

  China Resources and Tesco plan a regional retail joint venture[1]U Selecten.wikipedia.org

  M&A

  China Resources Enterprise and Tesco signed a memorandum of understanding for a proposed retail joint venture covering mainland China, Hong Kong, and Macau. The planned ownership split was 80 percent for China Resources and 20 percent for Tesco.

1. 1U Selecten.wikipedia.org