Wrights Pies has seen sales in its newly refurbished shops climb by around 20% following a £1m investment by the Crewe-based company.

So far, four shops have been refurbished, with plans to complete four more, in Fenton, Leek, Meir and Tunstall, by Christmas, said the firm. The latest revamps form part of an ongoing investment programme in its retail business across Stoke-on-Trent and North Staffordshire with its Northwood shop the latest shop to undergo the make-over.

Alison Harding, Wrights retail operations director, told British Baker that the £1m investment covers the reburbishment of Wrights’ entire 17-shop estate, but said no timescale had been set for its completion.

She said the firm had wanted to bring the retail shops in line with the branding of the rest of the business, and said there was a now a blueprint for the refurbishments to ensure uniformity and make the shops instantly recognisable. They have been kitted out with contemporary fittings and distinctive Wrights orange branding and counter displays.

"Following each branding refurbishment the new look store has recorded an uplift in sales of around 20%," said Harding. This increase has not just been a temporary boost, but has continued following the revamps of each shop, she explained.

"We’ve also had some really great customer feedback, which has praised improvements such as increased visibility hence the increase in sales."

The retail shops sell a range of Wrights pies, savouries, sausage rolls, sandwiches and cakes.