Roche Bros., a Wellesley based chain of 18 supermarkets, is gearing up to unveil a new concept store in Weston that seeks to evoke a “farmer’s market-like flair” as it looks to woo the discerning locavore with an appreciation for exotic produce and artisanal fare.
Called Brothers Marketplace, the store with 11,100 square feet of space is scheduled to open Sunday. A traditional Roche Bros. supermarket ranges in size from about 30,000 to 70,000 square feet, a company spokeswoman said. A second Brothers Marketplace is set to open in Medfield in July.
‘‘We are thrilled to bring Brothers Marketplace to Weston and beyond as a fresh new way for local communities to experience, share, and enjoy food,’’ Rick Roche, co-owner and chief executive of Roche Bros., said in a statement. ‘‘A kitchen is a gathering place for family and friends, and our new store highlights our passion for food and truly opens our kitchen to yours.’’
Marketplace visitors “can expect to indulge in a culinary experience, tasting an array of seasonal foods,” the company’s press release said. The store focuses on “fresh foods and regional artisan products while also offering all the favorites needed for a full grocery shopping experience.”