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This is actually a re-vamped format, Blacks launched Air with the strapline land&sea many years ago, I remember one in Southport that they changed to Blacks a couple of years later, the manager of the store told me that it had just not worked as the outdoor customers did not see it as credible and that all the Air, land&sea stores had been changed to various other formats owned by the group, I hope they have better luck this time!!!!!!!