It's cheerio Chadds, hello Palmers...

THE familiar name of Chadds is to disappear from the centre of Lowestoft after more than a century.But the department store, which has been in the town for 102 years, is being rebranded with a name with an even longer East Anglian pedigree.

THE familiar name of Chadds is to disappear from the centre of Lowestoft after more than a century.

But the department store, which has been in the town for 102 years, is being rebranded with a name with an even longer East Anglian pedigree.

Chadds, in London Road South, will be renamed Palmers next month to join the existing Palmers shops at Yarmouth, Dereham and Bury St Edmunds.

Chadds was taken over by Palmers five years ago, but the name was left intact while the store was modernised. Palmers was founded in Yarmouth in 1837 and is still a family business.

The Lowestoft shop will add new departments and ranges to the Palmers family.

Managing director Bruce Sturrock said: “Over the last five years we have completely refitted the store, and now we feel the time is right to give it its new identity.”

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The store will be closed tomorrow and on Monday and Tuesday as work gets under way on a new frontage.

A clearance sale starts on

Thursday.