Palmer & Harvey, the UK's biggest wholesaler, is following in Booker's footsteps by relaunching its symbol fascia Mace.
The wholesaler planned to unveil a "fresh, modern identity" for the currently silver and blue fascia at its trade show Pro-Retail next month, said head of P&H symbol Michaela Honeywood.
Mace would have a "top-to-toe makeover" including a blue and white logo and the strapline 'Whenever, whatever', as well as a new fascia and internal imagery, she said. "We've had a real look at what shoppers understand about our offer and how we and retailers talk to customers."
The new look was currently being trialled in a handful of stores and sales growth and customer comments had been positive, she added.
Palmer & Harvey has four symbol fascias for independents, with an estate in excess of 720 stores, but the relaunch would focus solely on Mace at present, Honeywood said. The new look coincided with Mace's 50th anniversary and celebrations were planned throughout the year to October, she added.
Mace retailers would also receive new marketing support as part of the relaunch.
It is the second relaunch for Mace in two years. At last year's Pro-Retail show the wholesaler was relaunched with an extended range of chilled and fresh products and a refreshed own-label range.
Earlier this month, The Grocer revealed that Booker, the UK's second-largest wholesaler, was relaunching its Premier fascia in a bid to become the UK's biggest symbol group and recruit more than 1,000 new retailers.
The wholesaler planned to unveil a "fresh, modern identity" for the currently silver and blue fascia at its trade show Pro-Retail next month, said head of P&H symbol Michaela Honeywood.
Mace would have a "top-to-toe makeover" including a blue and white logo and the strapline 'Whenever, whatever', as well as a new fascia and internal imagery, she said. "We've had a real look at what shoppers understand about our offer and how we and retailers talk to customers."
The new look was currently being trialled in a handful of stores and sales growth and customer comments had been positive, she added.
Palmer & Harvey has four symbol fascias for independents, with an estate in excess of 720 stores, but the relaunch would focus solely on Mace at present, Honeywood said. The new look coincided with Mace's 50th anniversary and celebrations were planned throughout the year to October, she added.
Mace retailers would also receive new marketing support as part of the relaunch.
It is the second relaunch for Mace in two years. At last year's Pro-Retail show the wholesaler was relaunched with an extended range of chilled and fresh products and a refreshed own-label range.
Earlier this month, The Grocer revealed that Booker, the UK's second-largest wholesaler, was relaunching its Premier fascia in a bid to become the UK's biggest symbol group and recruit more than 1,000 new retailers.
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