Plymouth & South West Co-op has decided to adopt The Co-operative fascia in a major u-turn for the society.
It plans to pilot the fascia, first launched by the Co-operative Group in 2005 at its Chaddlewood store in Plymouth.
Initially, the society said it would not adopt the national fascia. In 2006 it told The Grocer "consumers are more interested in the taste and quality of Co-op own-label products and the standard of store and customer service they receive".
However, in the latest issue of its members' magazine Plus:Mag, the society confirmed the move. "Adopting the brand does not mean giving up independence, it means we will continue to be a part of all the environmental, ethical, social and political work co-ops across the country are doing," it said.
"Many of our customers believe we are all one co-op and often become confused when they are not able to use their particular dividend in stores up and down the country. As a collective we can all become stronger and provide a better shopping experience for customers."
Plymouth & South West Co-op had also previously insisted it had no plans to join forces with the Co-operative Group and United Co-op, which merged last July to form the UK's largest co-op.
Last month, both Lothian Borders & Angus and Chelmsford Star co-ops said they would rebrand more than 60 stores by the end of this year with The Co-operative fascia, which was introduced to simplify the movement's brand positioning.
The Co-operative Group, meanwhile, is in the process of updating 700 food stores with the new fascia by the end of this year.
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