Midcounties Co op has opened the first of its five new high street stores with the new branding cooptravel.co.uk
The first store displaying the web address opened in Shrewsbury on Saturday by actor Alan Halsall, who plays Tyrone in Coronation Street.
Midcounties Co op is branding all its new stores with the url, cooptravel.co.uk, with a view to changing its whole portfolio if successful, see previous story .
Chief executive Alistair Rowland said it was bold move to advertise its website on a retail outlet.
He said: "Very few companies use their url on their shops as it could lead to an attrition to the web."
Midcounties opted out of joining The Co-operative Travel and Midlands Co-op in a joint retail venture with Thomas Cook, remaining independent.
The company said at the time that there were discussions about how Midcounties could be branded with the need to differentiate from the Thomas Cook/Co op tie up.
