AN iconic British brand name is set to disappear from Ross-on-Wye’s town centre.

In line with a national rebranding programme, the WH Smiths branch in Broad Street is to become TG Jones.

Earlier this year, the 233-year-old chain’s 480 high street branches were sold to private equity firm Modella Capital for £76 million.

The company states the new name does not reference to any individual, as it was chosen it for its family appeal and it is keeping the blue and white brand colours as a sense of reassuring continuity.

WH Smith’s profitable branches in railway stations, airports, ports, hospitals and motorway service stations will continue under the historic brand.

Comments on the application, number P251685/A can be made at Herefordshire Council’s planning portal until July 10.