BRITAIN'S oldest department store is to change its name as part of a multi-million rebranding programme by retail giant John Lewis.

Bainbridge, in Newcastle's Eldon Square shopping centre, was founded in 1838 and is a household name throughout the North-East.

But, along with six other well-known stores across the country, it is set to change its name to John Lewis.

Bainbridge became part of the John Lewis Partnership 1953 but has until now retained its own identity.

The change will take place early next year as part of the company's £300m re-branding and modernisation scheme.

A spokesman for the company said: "This is not something that has been centrally imposed. It was approved by the democratic staff council who know Bainbridge's customers very well.

"The change will take advantage of the strong reputation of John Lewis nationwide."

He dismissed claims the re-naming would alienate local customers who have grown up with the Bainbridge name.

He said: "Obviously a lot of people know the name Bainbridge and it will be a sad moment when the sign comes down.

"But the principles of John Lewis are the same as those of Bainbridge and the service will remain the same high standard."

The new name will be the latest in a series of changes for the department store.

In July this year it began opening its doors on a Monday for the first time in 36 years.

John Lewis has recently been hit by falling profits although earlier this week it announced a 15 per cent rise in the first six months of this year.

Some business commentators see the makeover plans as an attempt to bolster its fortunes in the face of increased competition.

The company will launch its website johnlewis.com next month and a grocery home shopping service is planned for next year.

The other stores to change their names are: Trewins of Watford, Heelas of Reading, Bonds of Norwich, Jessops of Nottingham, George Henry Lee of Liverpool and Cole Brothers of Sheffield.