North-west retailer QS Discount will unveil its new branding next month, as it plans to build its national presence.
The five-store chain will change its name to The Big Label in a six-figure rebranding drive.
The identity will be revealed in April at the retailer's Warrington in Cheshire store and rolled out to its shops over the next three to four months. The portfolio includes stores in Blackburn and Sale in Cheshire, and Chorley and Atherton in Lancashire.
Managing director Simon Yates told Drapers that the new strategy would enable QS Discount's interiors to better match up to Primark and Marks & Spencer, where his customers also shop.
Yates, who has "huge respect" for such retailers, said his long-term ambition was to build the business into a national player. "The new identity, together with our retail expertise and buying acumen, will play a crucial role in getting us to the next level," he said.
The retailer plans to open five stores of between 20,000 sq ft and 42,000 sq ft in the next four years.
The chain chose Bolton-based Rockfield Media to create the new look, which will roll out on livery, signage and marketing material.
QS Discount, which sells heavily discounted, predominantly grey market branded merchandise, offers about 20,000 lines from brands including Von Dutch, Calvin Klein, Farah, Reebok, Nike, Levi's, Ben Sherman and Ralph Lauren. Yates said the retailer was on target for a record annual turnover this year after matching last year's turnover of £6 million by December, three months ahead of the end of the financial year. It is due to post year-end figures at the end of the month.