ONE of Carlisle's independent retailers has a new name and has opened a "shop within a shop" dedicated to one of its most popular brands.

CHO is the new name for Country House Outdoors, which has been on Lonsdale Street in Carlisle city centre since 1999.

It has also altered its store to include a dedicated area for the Joules brand, which includes Wellington boots, jackets and other garments.

Anthony Irving, the managing director, is excited by the changes.

He said: "We celebrated 17 years in business in October and we are now opening a Joules shop within a shop."

Mr Irving explained that both Joules and Barbour are the store's main brands.

He added: "As the competition grows for everybody and everyone is asking about how we keep the footfall going we are trying to do everything we can to make the shopping experience a great thing."

He sees the rebrand to CHO as another important step in the firm's development.

It has always been based in Lonsdale Street and was originally in smaller premises that now house the Eden Valley Hospice shop.

It moved to its current location five years ago after success meant a bigger premises was needed.

The firm employs 18 permanent staff with a further three seasonal workers.

It is recruiting for a new shop floor manager as a result of the expansion and Mr Irving hopes to look for more staff if the new project is a success.

The company has a strong online presence, with more sales being made through its website than its store.

It hopes to increase footfall with the Joules shop.