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To reinforce our position as the voice of independent retailers and to attract a younger membership, we have changed our name.  Read on to find out more.

You may have noticed that we have rebranded as The Fed, with the strapline ‘Federation of Independent Retailers’, for marketing and promotional communications purposes.

The move follows a rule change agreed at the Annual Conference in Bournemouth back in October, when 80 per cent of delegates in attendance voted in favour of a rebrand.

The registered name of NFRN will remain in place and it is just the branding that has changed.

The rationale behind the rebrand is to attract new, younger members and to clearly demonstrate what the NFRN is to people outside the organisation.

Those who supported the proposed changes at the Annual Conference said including the anacronym NFRN (National Federation of Retail Newsagents) alongside The Fed and the Federation of Independent Retailers caused confusion.

They also stressed that many members no longer consider themselves as newsagents and that more and more of them are classed as convenience stores.

National President Narinder Randhawa said: “While we appreciate and are proud of the heritage and history of the NFRN, we must recognise that times have changed and it is no longer mainly the domain of newsagents.

“Our members range from convenience and symbol group stores to florists, coffee shops, petrol forecourts and card shops, so our branding should reflect this.

“If we are to attract new and younger members, we have to have a clear identity and an image that fits in with the modern world of retailing.

“Our head of marketing Natalie Nichol and in-house graphic designer Dave Shiell have worked hard to come up with a suitable logo and branding that projects what I believe is a simple and clear demonstration of who we are and what we are all about.”

National deputy vice president Mo Razzaq, who proposed the rule change at the Annual Conference, added: “Members gave us a clear mandate to modernise the branding to help make our image clearer to other retailers and those outside the industry.

“The result is less confusing and paints a more appropriate and accurate representation of our membership across a broad spectrum of independent retailing.”

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