The Plymouth and South West Co-operative Society is to drop its traditional Plymco fascia in favour of a new Your Local Co-op' convenience format. The name of the store location, for example Stoke Village', as well at the Co­op lozenge will be included on the fascia in a move to reposition Plymco as a local as well as national retailer. Society chief executive Douglas Fletcher said: "The new approach will give the society all the strengths that go with national branding but will retain our independence and individual identity." The new style stores will boast a 30% increase in range, with extended ambient, chilled and produce areas, and a new bake-off. All fixtures and fittings have been redesigned, with pictures of local scenes on the walls and light blue flooring. Property manager Mick Tucker, who worked on the design of the CWS Welcome project, said: "The theme is going local. We tried to use local companies from Devon and Cornwall to create a radical look." The new style store is being piloted in Stoke Village, Plymouth, and will be introduced at Plymco's Torpoint site in November. If trials prove a success the Devon and Cornwall estate of 52 food stores will be refurbished over the next couple of years. The Co-op plans to start introducing an ATM style mobile phone card payment system offering customers internet access by November. {{NEWS }}