Argent Insurance Group is set to rename its branches Insure-shop as part of its new growth strategy.

Argent joined Lloyd's insurer Cox in February last year and, since then, has increased its number of branches from six to 18 through the purchase of Apex Insurance, the Tomlinson Group, Broughton Astley and Bourne Swann.

The name Insure-shop comes from the Insure brand launched by Cox last year. Melton Mowbray will be the first branch to be rebranded, with the rest following over the next few months.

Argent managing director Paul Dodds said the company was focusing on presenting a cohesive brand and image throughout the network.

“The Insure-shops will each be equipped with the leading edge technology of the new system that is being launched by Cox,” Dodds said.