Wellworths is renamed Wellchester

Claire Robertson at pick 'n' mix
Image caption Ms Robertson hopes to open more stores in south and south-west England

A Woolworths store in Dorset which reopened as Wellworths is changing its name to Wellchester to allow the business to expand.

The Dorchester store was forced to rebrand itself by Shop Direct, which bought the Woolworths brand out of administration.

Wellworths failed to agree terms that would have let it open new shops bearing the same name.

The store will trade under the name Wellchester from Friday.

Shop Direct said protecting its brand was of "paramount importance".

Wellworths was launched by former Woolworths manager Claire Robertson in March 2009.

The branch was one of 815 that closed after Woolworths went bust in November 2008 with debts of £385m.

But Ms Robertson reopened the store, gave about 20 colleagues their jobs back and saw the business make a profit in its first year.

Ms Robertson said she is aiming to expand the brand across south and south-west England, in towns similar to Dorchester, and also wants it to have "a web presence".

She added that other sites have yet to be found.

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