Wal-Mart on Wednesday unveiled the latest weapon in its drive to change its low-price image, opening a new store that includes a fresh sushi bar, a wi-fi connected coffee shop and $400 bottles of wine.

Eduardo Castro-Wright, chief executive of Wal-Mart USA, said the new store in Plano, Texas, would test new products and services as the retailer pursued “selective” shoppers – those who currently only buy low-margin groceries and basic items at Wal-Mart. The 217,000 sq ft Supercenter has an expanded range of organic products, as well as a line of gourmet cheeses and more than 1,200 wines.