Majestic store in Wakefield returns to original trappings after Naked trial

The Majestic Wine store in Wakefield that rebranded as Naked Wines has now returned to its original trappings and it will operate as Majestic once more.

Majestic purchased Naked Wines in 2015 and they operated as separate entities within the group for four years.

In March 2019, it announced a sweeping overhaul of the business, which was to be rebranded as Naked Wines plc to reflect a growing focus on online sales going forward.

It toyed with the idea of converting its 190 Majestic stores into brick and mortar Naked Wines outlets, and Wakefield was chosen to rebrand as Naked during a trial period.

The group wanted to gauge the reaction among shoppers before taking the plunge and rebranding its entire retail estate. In the end it reported “an outpouring of customer affection for Majestic”, and it has now decided to split the businesses instead.

The group is still rebranding as Naked Wines, and it is selling the Majestic retail business. It said today that it is “nearing a buyer which will secure the future of the nationwide chain”.

The Wakefield store, which opened in 2012, is now going back to the fascia that served it well until March.

Majestic managing director Josh Lincoln, who plans to stay with Majestic when it is sold, said: “We selected Majestic Wakefield to trial a rebrand because of the brilliant team we have on Denby Dale Road.

“We knew that no matter what the name above the door said, they would provide a brilliant service and brilliant wines to the people of Wakefield and the surrounding area.

“Although this was just a painted door trial, I’m incredibly pleased to bring Wakefield back into the Majestic family.

“We’ll be opening plenty of bottles this weekend and over the coming week to celebrate, and invite everyone to come and taste with us once again. My thanks too

to the store team and our customers for bearing with us over the last few months.”

As well as returning the Wakefield signage back to Majestic, the store has been given a refit inside, with more tasting areas, shelving throughout and a new events space.

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