Insider Media Limited

QualitySolicitors has received “hundreds” of applications from independent law firms across the country, bidding to operate under the legal brand's banner. That’s what the organisation’s chief executive Craig Holt told Insider, as the legal services market prepares to be deregulated under the so-called Tesco law’.

The deregulations, which come into force in October 2011 will allow organisations including banks and supermarkets to offer legal advice.

Established in January 2009 by Holt and fellow director Saleem Arif, QualitySolicitors hopes to take advantage of this new legal era.

The deregulation was introduced by the Legal Services Act and has been dubbed "Tesco Law", although the supermarket has expressed little interest in the legal sector.

So far, 55 firms have been selected from across the country to take on the brand name and logo. Among these, at least two have been selected in the West Midlands – one firm in Walsall and another in Solihull - and have been told they may incorporate the QualitySolicitors logo into their branding.

"Our ultimate aim is to ensure we have total UK coverage," said Holt, a barrister with a family law specialism.

Once selected, firms pay QualitySolicitors a fee, Holt explained.

He said: "Firms pay a fee which is then used to market QualitySolicitors. For example, through our TV advert which is voiced by Amanda Holden and is showing on Monday during Coronation Street and News at Ten."

QualitySolicitors anticipates having 250 to 300 locations by October 2011 and Holt said: "The legal market is going to totally transform over the next couple of years. We will ensure going to a QualitySolicitors branch for legal matters will be as familiar and easy as calling into a well-known bank or opticians."

He added: "By providing a recognisable and trusted brand name, we will end the need for the time-consuming and often stressful, task of having to choose between lots of different local firms."

Holt added that a firm's attitude was “crucial” to its success when bidding to become part of the QualitySolicitors brand.

"The typical profile is £2m-£5m in turnover but size is typically commensurate with the size of location covered and there is no prerequisite as to size – the quality and ethos of the firm is the crucial factor."