New legal 'superbrand' takes on 55 more members

More law firms have united in their battle against the so-called Tesco law, which will allow non-legal players such as supermarkets to enter the market.

A new legal ‘superbrand’, QualitySolicitors, is to rebrand a further 55 solicitors’ offices across England and Wales, with the aim of taking on the likes of Tesco and the new Saga/AA legal services partnership.

QualitySolicitors, which is Britain’s first national legal brand, has rebranded 15 solicitors’ practices.

Shedding the traditional stuffy image, the latest QualitySolicitors branches were opened by ‘Britain’s Got Talent’ star Amanda Holden.

Craig Holt, chief executive of QualitySolicitors, said: “The vision for QualitySolicitors is to create a recognisable highly-trusted national legal services brand, which offers genuinely specialist and expert advice from lawyers who have worked long and hard in their local area to build an excellent reputation for advice.
 
“In the same way solicitors would be limited in the way they could sell baked beans and groceries from their offices, we anticipate non-legal big brands may provide a limited and ultimately disappointing customer experience if they go into legal services.”

QualitySolicitors will open a number of its new branches in shopping centres with extended opening hours and a “range of new innovations designed to transform how people access legal services”, says Holt.

There are now QualitySolicitors in 70 locations and another 50 are already scheduled for launch in February 2011.