Pictured above: JB Optician's new-look practice in High Street, Madeley

A leading Shropshire opticians has invested £30,000 in refurbishing its Telford practice, as part of plans to revamp the business and give it a fresh new look.

John Biddle Opticians in the High Street in Madeley now has a new frontage, remodeled interior, and updated signage, displaying the company's new name - JBO .

The Madeley practice is one of four run by founder, John Biddle, who set up the business in 1972, and explained he felt the time was right to introduce a more contemporary image, which would better reflect today's modern business.

"We have been established for almost 40 years, which is a great achievement for an independent, family-run company, and to compete in the modern optometry business, you have to move with the times," said Mr Biddle.

"We have always tried to be a forward-thinking company, and this includes investing in state-of-the-art equipment, as well as the best staff, and recognizing that the look of our practices needs to better reflect the modern industry we work in."

The refurbishment included completely stripping out the old practice, and putting in new electrics, light fittings, wall displays, flooring and furniture, as well as revamping the consulting room, and adding some new equipment.

"It's a considerable investment for us, and we have already been delighted with the comments we have received from existing patients, plus new ones we have taken on since the work was done," said Mr Biddle.

"The Madeley practice was the first to be completed, and we now hope to roll out the refurbishment programme to our other practices in Wellington, Shrewsbury and Bridgnorth over the coming months.

"This will bring all the practices in line, with the new name and branding, which will also start to gradually appear on our stationery and literature.

"We have already had a new website designed, which has just gone live this month, featuring our new name and logo.

"It's a really exciting time for the business, as we enter 2011 and are just 12 months away from our 40th anniversary - we are looking forward to taking the company into its fifth decade."

The company is celebrating the rebrand with the launch of a new campaign, Recommend a Friend, which offers existing patients, and any new customers they refer - the chance to save £25 off the cost of staying at the JBO villa in Florida.

"I know it is unusual for an optometry business to have its own villa to rent, and our customers can now  save £25 for every friend or relative they recommend to us.

"We think it's a great offer, and hope our customers will appreciate it, along with the investments we have made, and plan to make, at all of our practices."