Chocolatier Thorntons is to localise in-store ranges as part of its efforts to re-energise the performance of company-owned shops.

The retailer will give greater prominence to premium ranges in locations such as Oxford Street and emphasise value products in appropriate stores. The shift will be accompanied by other retailing enhancements such as a bolstered team and targeted marketing.

Thorntons is focusing on improving its retail business after sales at company-owned shops fell 3.6% last year, despite an increase in market share and the success of commercial sales to third-parties.

Executive chairman John von Spreckelsen said: “The focus is definitely on stabilising and improving retail.” He expects to appoint a new chief executive soon to replace Mike Davies who leaves at the end of this month.