Cornish baker Rowe’s is refitting and rebranding its 16-shop bakery retail chain.

The shops will get new fixtures and fittings, and a new fascia, replacing WC Rowe signage with the simpler ‘Rowe’s’.

Marketing manager Paul Pearce said the company’s immediate focus is to grow the retail, rather than supply, side of the business, although he would not comfirm exact figures for planned shops.

As well as its 16 shops, the company also supplies bakery goods to major multiples, cafés and food-to-go outlets.

It will roll out new shops based on its flagship shop in Falmouth over the next 12 to 18 months.