Rippleglen is set to launch a new fascia called First Stop.
The CTN retailer, which last year divided its 106-store estate into three divisions - discount, premium and travel - said it would start rebadging premium and travel stores with the new name in January.
It also plans to stock a range of products tailored to each location.
The name mirrors that of its new limited company, First Stop News, formed last year following a lengthy MBO.
The company reported sales of £112.8m and profits of £736,000 between 10 February 2011 and 28 July 2012 in accounts made available at Companies House.
It said its discount stores had performed particularly well during the period following a refit programme.
Although margins on confectionery and soft drinks had fallen, “strong retail sales volumes have justified the decision to follow a more price-competitive strategy,” said MD Mike Colley.
However, he criticised suppliers for not offering similar products and prices to the CTN channel as they did to the discount sector.