Clintons has unveiled its rebrand, including its new red logo, at its first revamped store which it plans to roll out to 100 more stores by the end of October.

The red fascia, which Retail Week tipped would be retailer’s new colours, replaces Clintons’ distinctive orange logo.

The retailer, which was bought out of administration by US supplier American Greetings last month, opened the doors to its Cheapside, London store which it said had a “boutique style”.

The greetings card specialist is planning to roll out the new format to all 400 stores in its estate at a cost of £16m.

The store stocks new products, in particular within gifting.  Along with the contemporary, red fascia, the store features new fixtures and fittings and an easier to navigate store.

Clintons chief executive Dominque Schurman said: “The new modern look and feel is part of our ongoing strategy to re-energise and reinvigorate this well-known and established high street brand. Our overall goal is to offer our customers more solutions to meet the needs of their everyday lives.”

Schurman Retail Group, which runs 400 stores in North America including the Papyrus fascia, was appointed by America Greetings to run Clintons. It aims to bring the cards retailer back to profit within two years.

Schurman said: “Before putting the new strategy in place we implemented a robust and detailed review programme to ensure we could return this iconic high street brand back to its rightful place as a leading lifestyle brand in the UK.

“We are confident that the combination of our industry knowledge, retail estate successes and market understanding puts us in a strong position to be able to return the company to profitability and achieve growth. “