Plymouth and South West Co-operative Society has unveiled its second store to be rebranded under the new Your Local Co-op' format in Torpoint, Plymouth. The society announced plans to axe its traditional Plymco fascia in favour of the new convenience format in October in a bid to reposition itself as a local retailer within the wider co-op movement. Society chief executive Douglas Fletcher said: "By using the store name within the fascia [ie Your Local Co-op: Torpoint] we are endeavouring to make the store personal to the people who live in that area. "This new approach will give the society all the strengths that go with national branding but will retain our independence and individual identity." The first new format store at Stoke Village, Plymouth, has been well received by customers and should the Torpoint refit prove equally successful, the new brand will be rolled out across the 52-strong estate. {{NEWS }}