A New Chapter for Malta’s Retail Leaders

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Interview with David Tabone, CEO of The Convenience Shop Group (Money Magazine Oct 2025)

Now operating 100 outlets across Malta and Gozo, The Convenience Shop has grown into one of Malta’s most recognisable retail brands. The company is now unveiling a bold new brand architecture under the “My” identity, marking the next stage in its evolution.

Money sat down with CEO David Tabone, to discuss what this transformation means for customers, employees, and the future of retail in Malta.

Q: Congratulations on reaching the milestone of opening your 100th shop. Why is now the right time to re-brand The Convenience Shop?

A: Thank you. Opening our 100th shop is a proud moment and more importantly, it marks a pivotal turning point. The time has come for us to modernise our identity to truly represent who we are today and our new value proposition to the communities we serve across Malta and Gozo. Our customers and their needs have changed, and we want to show that we are changing with them. The new “My” identity is about personalisation, clarity, and trust.

Q: Can you explain how the new “My” brand architecture works?

A: At its core, the Group is now unified under the “My” corporate identity, which uses a strong corporate green. Within this, we have two main retail brands: MyConvenience and MySupermarket. MyConvenience retains the bright yellow that customers already associate with speed and accessibility, while MySupermarket takes on a more casual, lighter green. This colour system creates immediate clarity, but it also reflects a fresh, modern personality for the Group. From now on, whether you’re doing rushed shopping or relaxed, the difference is visible and easy to understand – and now you earn rewards every time.

Q: Beyond colour and design, what changes will customers notice?

A: Customers will start seeing more than just new logos. Our new identity represents our ongoing investment in innovation and people – from the formats we offer and the way our stores are designed, to the technology that powers the customer experience. We are introducing new concepts that will be firsts in Malta, pushing the boundaries of convenience retail. Expect digital solutions, smarter store layouts and an overall enhanced customer experience – whether in-store or online.

Q: Innovation seems to be a recurring theme. How do you balance technology with the human side of retail?

A: Retail is ultimately always about people. Technology should serve to make life easier for both customers and employees. Whether it’s our new shopping app, loyalty scheme or smarter logistics, the end goal is to give people time back, reduce stress, and enhance service. At the same time, our shops are rooted on personal interactions. The smile at the till, the friendly word with a regular customer. The balance of digital efficiency and human warmth is what defines our model and we are investing in some of the best training resources to ensure that our staff can achieve the high standards we are setting for ourselves.

Q: You mentioned community. How important is local culture and heritage to your brand?

A: It’s extremely important for us. We feel we are part of Malta’s daily life. Every one of our shops serves a community and our role is to support and reflect that community. We have creative projects in development that are rooted in local heritage, which will allow us to connect with people in more engaging and meaningful ways for them. It’s about celebrating what makes each place unique while still providing the reliability of a large national brand. You’ll see some of these initiatives unveiled very soon.

Q: And what about the company’s approach to social responsibility?

A: Corporate social responsibility is a core pillar of our identity. We support numerous NGOs and causes and we will continue to do so in more structured ways through a new platform that will allow us to support meaningful causes and ensure that our society benefits from our continued growth. We believe that true leadership is not only measured in financial performance but also in how you contribute to people’s daily lives.

Q: On a personal level, what excites you most about this new chapter?

A: The chance to elevate this household brand to the level it truly deserves. The hard work of our founders, management and staff over the past years, the trust of our customers and investors, and the loyalty of our partners, is what sets us apart. I see this brand launch not as a finish line but as the start of a new journey. The future of retail is dynamic and Malta is more than ready for bold ideas. Knowing that we are shaping that future is both humbling and energizing at the same time.

Q: Finally, what’s your vision for the next five to ten years?

A: My vision is simple: to remain Malta’s foremost community-minded retail group that is trusted, innovative, and relevant. We want to keep leading, keep innovating, and keep giving back. The new identity is just the first step in a much bigger journey. Over the next decade, I see us not only as a retail leader in Malta but also as a role model in how business can evolve responsibly, blending growth with culture, technology with humanity, and ambition with care for our community.

This article featured in Money Magazine Oct 2025 edition.