LEEDS Co-op is to trial the new co-operative brand at a 'typical' food store in the east of the city from October or November.
The society's 3,000 sq ft, £ 30k a week turnover Garforth store will be given the makeover in line with the brand panel's recommendations and customer and member reaction will determine whether the new look is rolled out to its other stores and businesses from next summer.
But while the Leeds board have given the go-ahead for the trial – the first announced since May when the Co-operative Group and Midcounties Society backed the proposals – Leeds Chief Executive Alan Gill says that maintaining the society's local and regional identity is paramount.
Mr Gill commented: "For us, adopting a national brand doesn't mean doing away with the local Leeds identity. As far as we're concerned, it's about putting membership at the heart of what we're doing and not just about the green facia and the new signage."
*Full story in the next Co-operative News – available from Tuesday.