Discount retailer Brown & Jackson plans to ditch its corporate name after more than 20 years.
The company will be reborn as Instore, whose fascia is being introduced across its portfolio of stores to replace its long-standing Poundstretcher brand.
Instore offers modern fittings and a greater focus on homewares than Poundstretcher, and the brand is designed to distinguish it from "everything for a pound" stores.
It currently has 109 stores trading as Instore and the brand accounts for 45 per cent of revenues, delivering much stronger margins than Poundstretcher, even though its sales are only slightly better.
Details emerged as Brown & Jackson revealed that sales recovered over the past eight weeks after it moved to a new distribution centre at Huddersfield. The move was initially disruptive but has now enabled the firm to keep stock back for replenishing its larger stores.
Like-for-like sales for the eight weeks to July 23 were three per cent ahead of a year earlier as its garden furniture ranges sold out. This performance sparked a surge of interest in Brown & Jackson shares, which rose seven per cent yesterday.
Chairman Christo Wiese said: "For this eight-week period and the year to date, margins are significantly stronger than last year and markdown levels have been considerably reduced.
"Stock levels continue to be well controlled and are below last year's levels."
But the recent strong performance was not enough to drag the group back into positive territory for the financial year so far, with like-for-like sales dropping 2.7 per cent for the 21 weeks to July 23.
During the past eight weeks, the company converted 17 Poundstretcher stores to the Instore brand as well as adding five new outlets to its estate.
Seymour Pierce analyst Rhys Williams said Poundstretcher had "little appeal left from a consumer point of view".