The parent company of McColl’s has changed its corporate identity to reflect the group’s strategy of focusing on convenience trading.

The former Martin McColl Retail Group Ltd is now known as McColl’s Retail Group Ltd, with immediate effect. 

According to the company, the McColl’s name better reflects the underlying strategic direction of the business, which is on track to reach its target of having 800 convenience stores in its portfolio by 2015. Around 70% of group sales are already accounted for by c-stores.

The group’s convenience stores will continue to trade under the McColl’s name and its newsagents will remain as Martin’s, or RS McColl in Scotland. New store acquisitions and the conversion of newsagents to a ‘food and wine’ format selling a range of grocery and alcohol will continue.

James Lancaster, Chairman and ceo of McColl’s Retail Group, commented: “This is yet another milestone for the group since we embarked on our strategy of becoming a convenience-led operator. As a group, we feel the McColl’s brand more accurately reflects the direction in which we are going and further raises our profile in the sector.”