Retailer Les Gilbert is starting his own fascia in the south-west in a bid to take on the discounters head-to-head.

He expects his Chard shop to be open for business under the ‘Better Buy Local’ banner with a red and yellow fascia by the end of March. If it goes well, it will be the first of a small chain operating in Somerset, Devon and Dorset.

He told Retail Express: “The concept is relatively simple and is really putting the value stamp on things. It’s a case of making sure everything we have in the shop is effectively on promotion. We hope to go head-to-head with the discounters.

“Somewhere like Chard is probably too small for a big Poundland store. It’s about exploring that niche.”

His announcement came as Poundland revealed its intention to float, with plans to double store numbers to 1,000, potentially including a smaller city centre format focused on impulse purchases.

Gilbert took the decision to rebrand when Chard’s post office was relocated from his shop to a site next to the town’s Morrisons Local, where it will operate as one of the new main style Post Office branches.

He also has a Premier store in South Chard, which will remain just as it is and not be a part of the Better Buy Local chain. Despite carefully considering Booker’s Family Shopper fascia for the refit in Chard he elected to create his own brand instead.

His store will focus on offering the lowest possible prices for quality, branded confectionery, soft drinks, hot drinks to go, snacks, sandwiches, books and a huge range of special offers.