Floorcoverings retailer Carpetright will this month launch the first of a number of test stores as it looks to transition its brand image away from price.

The sector market leader — which also sells beds in 265 of its stores — will trial new retail concepts in four stores in and around London, it says.

Each store will trial an experimental shop fit that is a significant departure from existing stores, with new elements to inspire customers and encourage experimentation, sampling and discovery, Carpetright said.

The chain has already introduced new promotional messages in 2015, which it says are dramatically different in style and message from the predominantly price-led theme adopted historically.

Carpetright right says it wants to emphasise a smooth, dedicated service to customers that takes the pressure out of selection and purchase. It says lessons learnt from the trial will be used to shape the development of a new store format which will be rolled out in full, or in part, across its estate in due course.

As part of the transition, Carpetright has also developed a new logo to give a more contemporary feel, which it hopes will attract new — and previously under-indexed — customer groups, without alienating its existing customer base.