Lioncroft Wholesale is imminently launch the first store under the newly refreshed Lifestyle Express brand, Better Retailing can reveal.

A senior source close to Lioncroft Wholesale confirmed to Better Retailing that the wholesaler was in the final stages of the revamp, with the store to open in the Midlands this year. They added the design for both the exterior and interior of the site would be “brighter and more modern” than previous designs.

Last year, Better Retailing was the first to reveal that Lioncroft had taken over the development and expansion of the Lifestyle Express fascia across England.

It currently oversees 150 stores across the country, while fellow Unitas Wholesale member United Wholesale Grocers is looking after Lifestyle Express sites across Scotland.

Lioncroft Wholesale managing director Jason Wouhra told Better Retailing at the time that a refresh would look at more modern convenience services such as food to go and home delivery.

The symbol was previously operated by Unitas Wholesale. The firm had also notably given member Dee Bee Wholesale full oversight over the development of the Today’s fascia, which has been given a more premium and modern facelift.

Better Retailing has approached Lioncroft for comment