Central England Co-operative set for rebrand

Central England Co-operative is set to change its name to Central Co-op to better reflect its development and expansion plans, according to recent reports, as its annual sales approach £1 billion for the first time.

Alongside the name change, it will be rolling out new “modern and fresh” branding using the International Co-operative Alliance’s global marque as part of its new identity.

Debbie Robinson, Chief Executive of Central Co-op said, “We’ve adopted the globally recognised marque of co-operation to show our solidarity with the wider co-operative movement as part of our Society-wide rebrand. Key to all of this is a refresh of our identity, we want to be modern, warm, relevant and inclusive so we can welcome the next generation of co-operators to our Society.

“As we look to the future with our purpose in mind of `creating a sustainable Society for all`, we continue to invest in our Society and have explored a number of options. Following extensive research with Members and customers we’ve taken the decision to update our identity and name.”

The rebrand rollout across Central Co-op’s trading estate will take place as part of an ongoing regeneration plan for its 400-plus sites across funeral homes and food stores, reports stated. In the last 18 months, it has opened nine new stores and regenerated 63 of its existing estate.

The group’s upcoming new openings in Eastham (4 November) and Sawbridgeworth (11 November) will be the first of its food stores to receive the new look branding.