Thorntons is to pilot 10 new-format stores before the end of June in an effort to enhance its premium-brand credentials.

Chief executive Mike Davies said: “We need to attract more customers. It is a question of making ourselves better – more contemporary and aspirational. The brand went through quite a few years with not much investment. We need to play catch-up.”

Davies said that Thorntons was considering a range of options – including modifying its fascia and areas of the store – but plans have not yet been finalised.

“We are exploring new ideas and formats that can be rolled out in the future,” he said. The retailer could pilot a couple of different formats within the 10 stores, he added.

In its financial year to June 30, Thorntons invested£1.4 million in upgrading 227 stores, but Davies declined to give an investment figure for the new-look shops.

He said that Thorntons had also taken action to reduce staff turnover in stores since September. Asked about the level of turnover, he said: “It was embarrassingly high.”

Davies said that Thorntons had improved the basic salary of store staff, increased training levels and changed the bonus structure. “The bonus structure will focus staff on sales results to make them more accountable for the performance of stores,” said Davies.

Thorntons has enlisted a third-party company to deliver a formal training programme, which involves store managers taking a day out of the office for training.

Separately, the confectionery retailer last month launched a new offer online, Alphabet Truffles, which allows customers to pay for a personalised message on chocolates. Davies said that a few shoppers had made marriage proposals by having them written on the chocolates.

Thorntons will “spend a substantial amount of money” on its Christmas ad campaign, Davies revealed, including a TV push for the first time in more than a year.

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