The team in Funeral and Life Planning celebrated the last privately named funeral home at Pontypool, Wales being given Co-op signage this week. Colleagues in Pontypool are so proud of their rebrand.


We’ve invested £15m in making sure people know these funeral homes are owned and run by the Co-op. In May 2016, 240 of our funeral homes in England, Scotland and Wales were privately named. We’ve already seen improved business performance across the homes we’ve rebranded since we started.


It’s important that we’re transparent with our clients and members, and that our funeral homes are instantly recognisable. In many cases we’ve kept the private name alongside the Co-op branding, so we don’t lose the local connections they’ve worked so hard to build. It also gives our clients the peace of mind that the products and services they provide have the strength and endorsement of the Co-op brand.

Now that the rebrand is complete, these homes can really benefit from the national Co-op advertising campaigns and promotions, including our recent Guaranteed to Beat offer. It also enables colleagues in these branches to have a more inclusive role within One Co-op.

Robert Carmichael
Estates Strategy and Planning Manager

Join the conversation! 10 Comments

  1. It’s just a shame about half way through the private name rebrand programme that we decided to only refurb the outsides, leaving the insides with the awful old red and green carpets and tatty furniture. My funeral home looks half finished because of this.

    When are we going to complete the interior refurbs?

    • Following the improved performance of the Private Name homes that were rebranded in 2016 the Funeralcare Exec took the decision to fast track the rebrand of all remaining Private Names. The scope of the works was generally limited to external redecoration, point of sale boards and signage and it is intended to complete the remaining internal refits for these homes as part of our overall refit programme of the whole estate.

  2. I consider myself very very lucky to be serving the community of Mumbles from William Pressdee Funeralcare (and also proud to have the Co-op logo now on our signs for the first time in 31 years since aquisition). This is a perfect marrage between the Co-op values and the strength that the Pressdee name has in the village. I say I consider myself lucky because had our re-brand (coat of paint) been towards the end of this process I feared loosing the name and therefore the balance, thus creating a weakness for competitors in Swansea to exploit and move into the village.

    I now look forward to the full refurbishment, inside and all!

  3. The Prestwich one hasn’t been re-branded. It’s a very prominent building on Bury New Road – a major arterial route to the northern towns/cities – so it would be a good one to prioritise.

    • Hi Daniela, Robert’s story is referring to the Privately named funeral homes being re-branded to show they’re part of the Co-op, which doesn’t include homes that are already branded Co-op.

  4. No, they have not.

  5. Great work on finally getting this complete Robert and team. I think this adds to our message of transparency perfectly. The external schemes look really good in the flesh (Pontypool photo accepted). In answer to Mark G’s point – where we see a value in the name continuing we would consider using that in the title. In this case Ginever Funeralcare would have been considered together with the Coop Clover leaf. here the Operational team in Nottingham will have decided that there was more merit in using the area term Beeston than the Ginever name.

  6. “In many cases we’ve kept the private name alongside the Co-op branding, so we don’t lose the local connections they’ve worked so hard to build “.

    I don’t see W. Ginever in the new Beeston funeralcare branding !!

  7. All good, although I am not sure that the first before and after picture captures the aesthetic of the rebranding that well.

Comments are closed.


Being Co-op, Funeralcare and Legal Services, Stronger Co-op, Stronger Communities, The Co-op Way, Uncategorized