Central England Co-operative rebrands as sales approach £1bn

Central England Co-operative has rebranded and changed its name to Central Co-op, with the news coming as sales approach £1bn for the first time in the Society’s history.

The rebrand is part of a broader plan to regenerate over 400 Co-op funeral homes and food stores.

Kettering funeral home in Northamptonshire will be the first site to feature the new branding, which incorporates the International Co-operative Alliance’s global marque.

Debbie Robinson, chief executive of Central Co-op, said: “We’re continuing our journey as we set our Society up for future success. We’ve adopted the globally recognised marque of co-operation to show our solidarity with the wider co-operative movement as part of our Society wide rebrand. Key to all of this is a refresh of our identity, we want to be modern, warm, relevant and inclusive so we can welcome the next generation of co-operators to our Society.

“As we look to the future with our purpose in mind of `creating a sustainable Society for all’, we continue to invest in our Society and have explored a number of options. Following extensive research with Members and customers we’ve taken the decision to update our identity and name.”