First Choice shop rebrand boosts sales

THE streamlining of the First Choice retail estate under a single name has boosted sales of the operator’s own-brand holidays by 5% according to UK distribution managing director John Wimbleton.

All 310 stores – bar a few because of planning issues – now feature First Choice branding following the company’s decision to bring its Bakers Dolphin, Travel Choice and Holiday Hypermarket names under the same banner. The majority of work was completed by December 31 2003.

Wimbleton said overall business was also up, although he declined to give specific figures. “It’s a brave new world for us but at least we’re selling more of everything,” he said.

The company recently opened a 5,000sq ft First Choice Holiday Hypermarket in Wigan and would remain “opportunity-driven” in terms of opening further stores, Wimbleton added.