Wholesale distributor Palmer & Harvey unveiled a new format for its flagship symbol offer, Mace – which is currently celebrating its 50th anniversary – at last month’s Pro-retail exhibition in Telford, Shropshire.

Michaela Honeywood, trade sector manager, and driving force behind the new Mace proposition said: "We have listened to our members and are delighted to offer a fresher and more contemporary symbol design to existing and potential members which will be supported with a host of financial benefits and initiatives over the coming months, all designed to promote retail excellence, and drive profitability among our member stores." She said the new Mace format featured a fresh modern fascia; innovative new strapline and marketing campaign, a new logo and bold internal graphics, all combined with best-in-class merchandising solutions.

"The new-look Mace has been trialled in a number of stores with positive sales growth and strong retailer and shopper feedback," she said.