A retailer from North Tyneside achieved a 40% increase in footfall and a 25% increase in sales after cheekily changing his shop name to Morrisinghs.

Jel Singh Nagra rebranded his store in West Allotment (previously known as Singhsbury’s) after getting in trouble with the retail giant. He has also rolled out the store’s new name on his delivery car.

The name change resulted in news coverage from around the world and received 38,000 Facebook interactions in two days.

He told Retail Express: “It’s been absolutely crazy. We normally don’t even receive passing trade, but now we’re getting customers from over 100 miles away.”