Laurus picks Crabtree Hall

Retail specialist Crabtree Hall has been appointed by Dutch store chain Laurus to develop a new corporate identity and retail environments for EDAH, a 320-strong chain of supermarkets in Holland.

The group was appointed following a credentials pitch against three rival European groups and the new identity will be launched in October. A two- to- three-month trial will take place at two prototype stores, with a rollout likely to begin next spring. Laurus owns four supermarket chains in the Netherlands and Spain.

Crabtree Hall partner David Mackay says: “We are reviewing all aspects of it. It’s more of an evolution than a radical change as EDAH is well-established in Holland. We are trying to sharpen it up and expose a broader offer.”