Cecil Gee stores are to be converted into the Tessuti brand, following the acqusitiion of a 50% stake in the Chester-based independent last month by JD Sports Fashion.
There are four Tessuti stores, all in the North West; two in Chester, one in Trafford Centre and another in Lowry Outlet Mall in Salford Quays.
Cecil Gee has been around on the high street for 83 years and today has five stores, in Bristol, Gateshead, Greenhithe, London and Trafford Centre.
Under the Tessuti name, the stores will stock more premium brands such as Edwin, Hugo Boss and Stone Island, replacing mid-market brands.
Tessuti will continue to manage the stores for JD Sports Fashion.