First Choice confirms first retail franchise partner
An independent agency chain claimed to be the fourth largest in the UK, has become the first to join the First Choice franchise programme.
Sixteen-branch Just Go will adopt the First Choice branding by December in time for the 2007 peak booking period.
The chain, which employs 80 staff with shops across the North West of England and North Wales, will receive marketing, IT, training, finance and commercial services from First Choice.
Just Go was founded six years ago by former United Norwest Co-op operations manager Don Bircham and ex-regional sales manager Mark Johnson.
They invested £5,000 each and loaned £10,000 from a bank to establish their first outlet. Totally Travel in The Wirral was acquired to double the size of the company to six branches followed by further expansion into Birkenhead, Wallasey, Nantwich, Deeside, Stoke-on-Trent, Burslem, Frodsham and Warrington. Just Go also runs a telesales unit specialising in reader offers.
Johnson said: “Recent changes in the industry has resulted in a complete review of our strategic direction.
“Having given careful consideration to the options available, we felt the First Choice Franchise Partnership offered us long-term security, commercial strength and product availability while allowing us to retain a high level of autonomy and our 100% shareholding.
“Foreign exchange is key in our long-term strategy and the First Choice system along with the commercial terms will help us to significantly grow that side of the business.”
He added that Just Go was already a strong seller of First Choice holidays.
First Choice Retail managing director Cheryl Powell said: “It allows us to grow our distribution but, more importantly, giving an independent agent the ability to buy into an established and recognised brand while growing their profits and retaining ownership of their business.”
Report by Phil Davies
Phil Davies
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