In 1960 the Dunns bought Hull’s old Curzon Cinema on George Street and converted it into a supermarket — the first fully cut-price supermarket in the North of England.
Architects reshaped the interior into one open, well-lit sales floor with trolleys and baskets at the door and a bank of cash desks. A new steel-framed floor was built across the old auditorium for storage; lorries unloaded at a bay on Dock Street, and a conveyor carried goods up to the stock-room and back down to the shelves.
It opened with 4,000 square feet of selling space. Soon the upper floor became a second sales floor for household goods, drapery and toys, taking the total to around 9,000 square feet. In 1963–64 the store was rebuilt again onto the bomb-damaged property next door, with an escalator to the first-floor discount house and a new cream-and-grey frontage reading Savemore Supermarket.
There was pressure from manufacturers to stop the price-cutting — but, in the main, it was overcome.