Fashion retailer Bonmarche is updating its identity with the opening of a new-look store in Crewe today.

The 2,800 sq ft (260 sq m) store has a new fascia and bespoke fittings.

Marketing and retail director Andrew McDonald said the rebranding follows a strong period of growth. 'It's the next step in the development of our brand,' he said.

Design agency Four IV came up with the interior and logo, as well as a new merchandising system to de-clutter the store.

From January next year, all new stores will carry the redesign. Bonmarche plans 10 new stores between January and March 2004, and a further 50 in the 2004/5 financial year.