THE name of one of the world's oldest department stores has begun disappearing as part of a chain's rebranding programme.

In 1838, when he was only 21, Emerson Muschamp Bainbridge was inspired with the idea of creating one of the first department stores.

The prosperous Weardale farmer's son wanted to abolish haggling by marking all his stock with fixed prices, and announced his business as a move towards "reform in the woollen and linen drapery trade".

Within eight years, he had 23 departments in his store in Market Street, Newcastle.

The store moved from the Bigg Market to the Eldon Square shopping centre in the 1970s, and continued to attract shoppers with its wide choice of goods and reputation for quality.

Following its takeover by John Lewis 50 years ago, rumours occasionally surfaced that the Bainbridge name would be absorbed into the retail group's brand.

Now, after staff voted for the change, work to replace the store's distinctive green logo with John Lewis signs has finally started.

It is thought that the name change will enable visitors from outside the region to recognise that the store belongs to the John Lewis chain.

Angela Airey, whose father George was the last Bainbridge to be involved in the business, retiring in 1977, said: "I do think John Lewis might be making a mistake in Newcastle.

"There is more regional identity here than in other parts of the country.

"I believe the people who use Bainbridge should have been asked to decide on the future of the Bainbridge name."

John Lewis has asked staff at most of its 26 stores nationwide to decide if they wanted to adopt its name or keep their existing names.

Seven, including the Bainbridge store, have voted to rebrand by the end of the year.