TUI to rebrand Thomson and First Choice shops
TUI has announced that all of its Thomson and First Choice shops are to be rebranded in an effort to end public confusion about each brand¬ís offer.
The £8 million initiative will see all shops branded as "Thomson featuring First Choice" to ensure that customers know that they can buy the full range of Thomson and First Choice holidays in every shop.
TUI currently has 505 Thomson stores and 215 First Choice Stores which have operated separately since the brands merged in 2007. The company said the rebrand would result in Thomson becoming its leading brand on the high street but would also help First Choice by expanding its store presence in the UK.
Thomson will sell "uniquely designed holidays" while First Choice will focus solely on all-inclusive package holidays.
The rebrand is being spearheaded by TUI retail director Kathryn Ward and distribution director Nick Longman.
Commenting on the move Longman said: “We have two major, distinctive brands, and have a strong presence across the country. We want to make the biggest, clearest impact we can, for our customers.
“There is certainly room for both brands, and customers will benefit from the breadth and clarity of what we have to offer. To ensure we remain market leaders on the high street we need to give our customers unrivalled accessibility to the best choice of our wide range of products. That’s why we are bringing both our market leading brands to all of the towns we operate in.”
The store revamps will begin in the South West region with nationwide completion expected by October 2013.
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