Leisure specialist Cotswold Outdoor is installing a new logo on its storefronts and will complete the transformation by the end of the year.
The retailer has dropped the Essentials tag from its fascia, replacing it with Cotswold and the tagline 'outdoor, action, travel'.
'It was something that had been in the pipeline for a while,' said marketing manager Sarah Watson. 'We needed to modernise the brand and the old identity was limited in its use.'
The retailer will open its 13th store later this month in Bournemouth.
It will be the third to be modelled according to a new design piloted in Keswick.