Convenience store operator Budgens has secured a store in Poundbury, Prince Charles's 'model' Dorset village. However, the shop will not carry the retailer's name.
Poundbury Village Stores will operate as a Budgens Local, but keep its own name so that it maintains the character of the village.
This decision is in line with strict criteria governing brand visibility in the village, which was built 10 years ago in the Prince of Wales' favourite architectural styles.
Budgens Local managing director Norman Kears said: 'We are delighted with this opportunity to become part of such a unique and prosperous community.'