Beers, wines and spirits retailer First Quench is to roll out a new store design to 100 Thresher stores by Christmas.
Five of the redesigned stores were unveiled this week. They feature new lighting, chiller cabinets, layout and merchandising in a bid to make the stores easier to shop. The stores also offer wine-tasting to create retail theatre.
The off-licence business will initially trial the new design at 30 outlets in East Anglia, but hopes to complete another 70 before the vital festive period.
First Quench is investing between£12,000 and£18,000 per store and has decided to range wine on the shelf using a 'good, better, best' strategy, so that customers can pick something from their respective price range.
Thresher had previously stocked wine by country.
First Quench managing director of retail Steve Headington said: 'We want to demystify wine buying for our customer.
It's about offering a clear proposition and ensuring that we get the right stock to sales plan for the local market.'
First Quench has decided to concentrate on its Thresher brand and is in the process of converting around 200 Victoria Wine stores to the Thresher fascia.
In the latest of a number of senior appointments, First Quench this week appointed John Risman, former director-general of Dixons' French business, PC City, as commercial managing director.