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First Majestic store receives Naked Wines rebrand

Published:  25 April, 2019

The recently announced rebrand of Majestic Wine to Naked Wines has begun with the company’s Wakefield store currently receiving a facelift.

Marking the first store to be rebranded, and taking place just a month after Majestic announced the overhaul, the Wakefield branch is a trial store, the company told Harpers, which at this stage formed part of “the wider test for transitioning the business”.

“The Wakefield re-brand is currently the only trial Naked store, and will be so for the foreseeable future,” said a spokesman.

Further details on the “future make-up” of the store estate would be revealed in the company’s announcement in June as part of Majestic’s full-year results, he added.

In a public post on LinkedIn, Majestic store manager Andrij Jurkiw, said: “Exciting to see the facelift underway at Majestic Wine Wakefield. Now our first Naked Wines retail store. Over the next few weeks you’ll be able to taste some of the new wines in stores. Three great new services for customers are launching today too. Come for a chat about the changes over a glass of wine with us.”

When the rebrand was announced last month, Majestic said it was planning an overhaul of the business that would see the Majestic name disappear as part of plans to focus on its online and international reach via its Naked arm.

In a statement it said it would fund Naked’s growth by releasing capital from Majestic through a combination of store closures, asset sales and “migrating customers and stores to the Naked brand”.

The company has yet to reveal how many stores will be closed, with further details of this also expected in the June announcement.

At the time of the announcement, chief executive Rowan Gormley, who founded Naked Wines in 2008, said the company was on target to hit sales of £500 million this year, with profits also in line with expectations.

Naked Wines was bought by Majestic in 2015 for £70 million, with Gormley staying on at the helm of both brands.