Leisure vehicle retailer Couplands has acquired a new dealership to add to its portfolio, and is also rebranding across the group for greater consistency.
The company’s new Worksop site was formerly a branch of Robinson’s Caravans, which fell into administration in the first quarter of 2024. Bought by Couplands and Dave Storey (former employee of Robinson’s and Couplands), Worksop joins the popular Lincolnshire company’s original Louth headquarters and its Lincoln branch (which has been trading as Brayford Leisure).
Securing the Worksop branch has also saved several jobs. “We bought the asset and the stock, and we've managed to retain experienced staff,” says Couplands MD Glenn Bonner. “A lot of weight was lifted off their shoulders when they realised they were in our plans and they were once again in secure jobs”.
The immediate aim for Coupland’s new Worksop branch is to regain the confidence of customers and friends after a turbulent period. “We want to give a really personal feel and a warm welcome to customers when they come in. We’ll be working towards getting it back to a family feel”.
Originally established in 1975 by current MD Glenn Bonner’s grandfather Peter Coupland, the company name has become a byword for friendly and quality family service. Speaking about recent developments, Glenn Bonner said “It’s not just about the customer experience, though. It is also about the Couplands offer. If we can get planning permission, we'd like to install a large workshop to the same standard as the one at our depot in Louth.
Shorter term, now that there are three sites we felt it was very important to be much clearer about the connection between them. Doing this will bring us all together more and people will realise that all three branches are one business that will look after you as a customer”.
The trio of Couplands branches will now be consolidated under the rebrand as part of Couplands – The Leisure Family (with each branch known as Couplands Louth, Couplands Lincoln and Couplands Worksop respectively). There is also a new logo and website, as well as the removal of the word ‘Caravans’ from the company’s official name. The signature red colouring used in all branding materials will remain a key feature of the company’s visual identity.
“As far as the rebranding goes, looking back through the years the company has traditionally mainly been a caravan dealership,” says Glenn. “The new name parks that word and reflects the much broader choice of vehicles we’ve been offering in recent years - but without losing the goodwill built up for the company over decades.”
