Independent retailers Frozen Value and Rhythm & Booze are joining forces to develop a new co-branded store concept - the first time a freezer centre is understood to have teamed up with an off-licence.

The jointly branded trial store will feature a 1,000 sq ft off-licence incorporated into an existing 5,000 sq ft freezer centre in Dewsbury. The "shop within a shop" is expected to open in September or October and will be operated independently from the freezer centre, with its own staff.

Both businesses expressed confidence in the novel initiative.

"I think it will be a successful venture for us," said Martin Swaine, MD of R&M Swaine, which owns Rhythm & Booze. "It's about two value-driven retailers coming together to share a very similar customer base - shoppers who look for real value and a constant flow of deals."

Kevin Gunter, MD of Frozen Value, which trades as Jack Fulton and Fultons Foods, said he had been experimenting with selling alcohol in other stores and that it worked well alongside frozen food.

The retailers, both based in South Yorkshire, said that by working together they hoped to attract customers at times when they were not normally busy. Currently, Frozen Value does most of its business during the day, while R&B is busiest in the evening.

They were considering harmonising their opening hours to see if they could gain additional sales, they said, but the store was being designed so they could open independently from one another if they wanted to revert to normal opening hours.

If successful, the trial could be rolled out to several of their larger stores, said Gunter and Swaine. They will be hoping for more success than convenience retailer Select & Save enjoyed in 2006, when it embarked on a joint venture with Bargain Booze that proved unworkable.

In that instance, there was a falling out shortly after opening the store, with Bargain Booze going on to launch its own convenience format.