Nottinghamshire outlet puts it at the heart of the community, hardware retailer says.
Wilkinson has opened a small-format store in the heart of Nottinghamshire town, Stapleford.
The outlet – which retails from 1,400 sq ft – is the hardware and general store retailer's bid to attract busy local working parents, the elderly, and people rushing back from work.
The store opens every day from 7am to 11pm, offering a carefully selected Wilkinson range of popular brands as well as Wilko's own label, however it does not carry food.
This move into neighbourhood retailing will be followed by another opening in December at Kings Heath in Birmingham.
The developments are part of chief executive Stuart Mitchell's plans to seize the 'many opportunities' he sees for the Wilkinson brand. Mr Mitchell became ceo in January 2007 after joining the retailer in September 2006.
To-date Wilkinson has introduced a cycling accessory range, a trial of new lines in kitchenware in its Worksop and Broadmarsh stores and continued development of its transactional website.
Wilkinson's recent financial performance, covering the year from January 27, 2006 to February 2, 2007, has its pre-tax profits standing at £49m.
This financial period saw it open 13 stores, undertake four relocations and two extensions. It has a target of 500 stores across the UK.