More changes at First Choice

First Choice is refining its retail network following its decision to consolidate all its brands under one name. It will now split its network into two – north and south, under the control of Rad Sofronijevic as retail sales and operations director. Ms Sofronijevic, who was previously Retail Sales Director North, will report into John Wimbleton, MD UK Distribution. Commenting on Ms Sofronijevic’s appointment Mr Wimbleton said: “Rad’s hands- on experience working with the First Choice Holiday Hypermarkets as well as her extensive knowledge stands her in perfect stead for the role ahead. We wish her all the best in her new role.” In other changes, First Choice has also appointed Sharon Dawson (nee Smith) to Retail Sales Director North. Gary King remains as Retail Sales Director South. The company announced last month that Travel Choice, Travel Choice Express, Bakers Dolphin and Holiday Hypermarkets, will now all operate as First Choice. Only the Holiday Hypermarkets name is to remain, rebranded as First Choice Holiday Hypermarkets.