Oxford, Swindon & Gloucester Co-op has branched out into fashion retailing, installing Dorothy Perkins clothing concessions in four of its larger stores.
OS&G food division controller Bill Laird said the 1,000 sq ft mini departments were part of a store-within-a-store concept being developed for the larger supermarkets, such as the one at Cam, Gloucestershire.
This features a dedicated electrical and non food section, post office, Travelcare branch and petrol station.
The fourth largest Co-op in the UK by turnover, with 85 food retail stores, the society is also engaged in a major refurbishment programme to update its convenience estate to the Swift Shop and Village Store formats, replacing the Late Shop and Eight til Late banners.
Trials of Store to Desk, the online shopping service delivering to local businesses, should be up and running in the autumn, said Laird. "We're changing customer perceptions of what co-ops are all about."
Meanwhile the Co-operative Group will run trials of a Dorothy Perkins concession in its Pyle superstore in Wales in October - the society's first foray into adult clothing.

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