A sign points shoppers in the right direction at Loblaw's No Name store.Loblaw

Loblaw opened its first No Name store in LaSalle, Ontario, recently.

The grocer is piloting the value-based store in three Ontario markets, with the other two planned for St. Catharines and Brockville.

Compared to traditional Loblaw supermarkets, the stores will reduce operating costs in several ways, including shortened operating hours (10 a.m. - 7 p.m.) reduced operational complexity thanks to smaller assortments, removal of refrigerated goods like dairy and fresh meat, recycled building materials, fewer weekly deliveries, and limited store marketing, the retailer said.

With those cost-cutting measures in mind, Loblaw said it will be able to sell products in the No Name stores for 20% less than the regular retail price. The stores will also have a limited selection of 1,300 products.

Each No Name location will carry a small range of frozen food items, pantry staples, household necessities, shelf-stable bakery, and produce items.