BAKERS Dolphin has abandoned plans to expand into the Thames Valley.
Owner First Choice has instead decided its start-up Travel Choice retail chain will cover the region.
Originally, the West Country miniple was looking to move into Reading and along the Thames Valley towards London.
Bakers Dolphin managing director Kevin Abbey said: “We will instead be focusing any expansion plans in our core southwest region.
“One of the first Travel Choice shops opened in Reading so it makes sense for them to expand in that area.”
Meanwhile, 65-strong Bakers Dolphin has opened three shops in Exmouth, Brixham and Teignmouth, all in Devon.