General Trading Company, the iconic Chelsea department store retailer, is to relaunch next spring.

The store, which was rescued from the receivers by the management of former gifts and homewares retailer Mortimers at the beginning of the month, will emphasise its UK heritage, with ranges featuring British designers and British-made products.

General Trading Company director Caroline Stacpoole said that the relaunch would shift the retailer’s focus towards gifts and away from homewares. The tradition of offering Oriental and antique furniture will be maintained, however.

General Trading Company has hired Claire Young, this year’s runner-up on the BBC programme The Apprentice, as a consultant. Young, who was nicknamed the Rottweiler on the show, will be assisting in a variety of functions, ranging from buying to marketing. She recently turned down a job offer from Karen Brady, -managing director of Birmingham FC.

A spokeswoman for General Trading Company said there are no plans to use Young as the face of the company at present. General Trading Company, founded in 1920, was a Sloane Street fixture from 1962 until the beginning of the decade, when landlord Cadogan Estates redeveloped the northwest corner of Sloane Square. A store relocation followed to nearby Symons Street, the shop’s current location.

The retailer fell into administration in July, although the store has continued to trade during the administrative period.

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