Select & Save is considering taking legal action over similarities between its own c-store offering and a new concept developed by off-licence chain Bargain Booze. Bargain Booze unveiled its first venture into convenience retailing, Bargain Booze Select Convenience, last month. It has trialled the format in ten stores in the north west of England and Wales, and has plans for 40 by the end of the year. But the name of the new venture has upset rival Select & Save. "I would have thought a company with a turnover of £500m and with a big private equity backer could have come up with a more original name," said joint MD Steve Jones. Jones said legal action was an option. "Maybe we could have a case against them for passing off." But he also said he did not feel greatly threatened by the Bargain Booze move, even though one of the first 10 existing Bargain Booze Select Convenience franchises, in Blackburn, was previously a Select & Save. "I don't think the Bargain Booze offering is really aimed at real independent retailers," he said. "When retailers look at what we can offer then I think they will realise that they can achieve better margins with us." The tension between the two companies has been heightened by the fact Bargain Booze ran a c-store trial last year - called Bargain Booze at Select & Save - in conjunction with Select & Save. The pilot, at a store in Worksop, was abandoned before Christmas. Bargain Booze, which is owned by ECI Partners, has also appointed former Select & Save man Mark Crabtree as commercial director to implement its convenience strategy. Last week Select & Save took the fight back to Bargain Booze with a leaflet campaign offering shoppers 'Better bargains than Bargain Booze'. Jones said he was confident Select & Save could compete on price. "Its all about giving retailers the tools to fight the competition with." Bargain Booze joint MD Matthew Hughes said he could not see why Select & Save would be upset.