Rebranding drive for Durham Pine

Durham Pine will complete the roll-out of its new identity, DP Furniture Express, by the end of February.

Managing director Nigel Oddy said 2004 would be a 'year of consolidation', adding that the new fascia and broader offer had been well received. 'We have had very encouraging sales over the first 10 days of the winter Sale,' he said.

The rebranding, which kicked off last autumn, aims to reinforce a shift away from a core pine proposition. The new Express tag communicates that much of the furniture can be taken home on the day.

The retailer opened its 79th outlet in Bedford on Boxing Day and aims to take its store tally to 100 this year. It has drawn up a long-term plan for 150 UK outlets.