Mica is launching its autumn brochure with a personal twist this month, featuring member retailers and staff across selected front pages in an attempt to promote the local connection between the group’s retailers, customers and local communities.
Shop local and independent retailer pitches have long been a particular focus for the co-operative group's monthly promotional brochures, and this month Mica is keen to add an extra personal touch. The inspiration behind the idea came courtesy of father and son retailers David and Sam Morris of Morris Mica Hardware in Alcester, who sent in a photograph of themselves with a banner advertising Independent Retailer month.

The Morrises' photograph will be the first to feature as part of the new initiative. Mica ceo Steve Ball said: "What we're trying to say here is something really big - these photos will remind people that our stores are local, family businesses who bring a wealth of both knowledge and community spirit to our high streets. It's making shopping decisions personal."

Mica will be asking members for submissions in the coming months and the best responses will be featured on the brochure covers.

"Of course, some may feel a little camera shy," added Mr Ball, "it isn't compulsory to be featured but we know that quite a few will be keen to get their faces (on top of their own customised colour overprint) in the brochure!"

The new Better Value Locally Mica brochure launches on Monday, September 17.