Dee Bee Wholesale is to refresh the Today’s fascia, amid plans to make the symbol group a destination for larger, supermarket-style spending.

The wholesaler is now overseeing development of the symbol group exclusively, having taken over it from parent company Unitas. Externally and internally, the brand features dark grey colour scheme instead of its previous red colouring. Store fronts will also have symbols notifying customers of services such as food to go, confectionery, fresh produce and bakery, among other categories.

Shops also have specialised areas for different categories such as fresh meat and produce, encouraging customers to make larger spends for weekly meals.

The firm’s commercial director Colin Billing told Better Retailing: “We want to create a more modern and relevant brand that can help stores compete with supermarkets and other convenience stores. It’s more premium.

“We recognise that local customers want more. Demands are changing and they might want to get more groceries for the week. It gives the brand a more professional image.”

The revamp has been in development for a year and Callaby Stores in Alford is one of five Today’s stores to receive the refresh, having converted in February. Owner Jason Callaby said: “Customers have really been commenting on the new design and it’s received a lot of praise. It helps set us apart in the local community.”

Commenting on the roll out of the new branding, Billing told Better Retailing Dee Bee wants to refine the changes in the five stores first before wider expansion. He added the refresh forms part of a wider strategy to change existing rebates for stores, as well as provide more support for services such as home delivery. The firm is also working with data specialist TWC to help stores analyse and improve their ranging.