The branch was opened in Shrewsbury by Coronation Street actor Alan Halsall (Tyrone Dobbs) with the name to be rolled out in its branch openings in Nottingham, Derby and Leamington Spa.
Its Shrewsbury branch has created eight jobs, with staff pleased with its reception.
“Our first day was very busy and we were delighted with the positive response from customers,” said branch manager Wendy Hudson. “We had fans queuing up to meet Alan and get his autograph and photographs and our opening celebrations also included a free prize draw for the chance to win a holiday and special offers.”
In Shrewsbury specifically the store opening builds the Co-operative brand alongside its food stores and post office.
“We see the new branch as a great opportunity to serve the local community which is why we have invested here,” said Sue Reid, group general manager, travel distribution at Midcounties.