Real Life Storage Wars

Store First boss Toby Whittaker has compared our industry success to the powerful impact discount supermarkets Aldi and Lidl have had on the retail sector.

Toby Whittaker, managing director of the Group First network of business which includes self-storage chain Store First, says our unique business model has brought on “real life storage wars” in the industry.

Store First operates 12 self-storage centres across the UK, with 10 more in development and a goal of 75 centres by 2020.

Owner Toby Whittaker says business is booming – and he has drawn parallels between the threat our runaway success is posing to more established self-storage firms, with the impact discount stores Aldi and Lidl have had on the “big four” supermarket giants Tesco, Asda, Sainsbury’s and Morrison’s.

Toby said: “Aldi and Lidl are killing the “big four” and rapidly increasing market share because they are always 25% cheaper – this reminds me of Store First. There are real similarities between what’s happening with the supermarkets and the self-storage industry.

“We offer discounted self-storage with much, much better facilities and service.

“Unlike competitors, we don’t borrow millions to buy, build or fit-out our sites, we have a loan to value ratio of 0% so of course we can afford to charge less than they do.

“Store First’s business model is sustainable and effective – and it’s shaking up the industry in exactly the way the discount supermarkets began to just a few short years ago. Nobody expected that either – but look where we are now.”

Free facilities available at each Store First centre include wi-fi, boardrooms, gyms, showers, mail and collection services, fully fitted kitchens and a free pick-up service to save customers the cost of hiring a van.

Store First has been operating for four years as the honest face of the self-storage industry, with all prices available upfront via our online slider tool at

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