New discount grocery easyFoodstore, a brainchild of easyJet founder Stelios Haji-Iannou, has been forced to limit the amount of items sold to prevent reselling at a higher price, with a shoppers being allowed to purchase only 10 units of the same product per day.
Launched in London with an introductory offer of ‘everything for 25p’, the store ran out of stock during its first week of trading and remained closed for two days. Since its reopening, security guards have been added and just a limited number of customers are allowed to enter the premises at any particular time. The opening hours, originally 9am-6pm, have been restricted to 11am-5pm. Starting from March 1st, the price per item will increase from 25p to 29p, and the whole range is to be reduced to only 40 best-selling lines.