Cornish bakery Rowe’s is refitting and rebranding its 16-strong chain of shops. The stores will get new fixtures and fittings, and signage will change from WC Rowe to the simpler ’Rowe’s’.

Marketing manager Paul Pearce said the move was part of the company’s plans to grow the retail side of its business.

Rowe’s has already built up a successful supply arm, manufacturing fresh and frozen products for supermarkets, cafés and food-to-go outlets. Around 70% is supplied to multiple retailers and wholesale, with the rest sold within its own shops. The store openings mark the next stage of its expansion.

New shops - based on its flagship store in Falmouth - will be opened over the next 12 to 18 months. Pearce said Rowe’s would expand its coffee offering - an increasingly important part of sales - but would not lose its core traditional craft bakery business.

The company has recently expanded into a new format - Pasty Heaven - which focuses on savoury products. Rowe’s supplies frozen, part-baked goods to the outlets.