The trade association for independent retailers, BHF-BSSA Group, has taken on a new name, British Independent Retailers Association (bira). The new identity was adopted at the association's annual general meeting at Lingfield Marriott Hotel on 4th May 2011.

The previous name was adopted in the 2009 merger of the century-old BHF Group and the British Shops and Stores Association (bssa). It was always intended that once the merger had been consolidated, the final act in preparing the representative body for another century of service for its members would be to give it a new and clearer identity.

"bira heralds an important new force in the world of independents"
said bira CEO Alan Hawkins, announcing the change, concluding: "bira is here to stay!" Immediate past president John Morris, only the second head of the merged association said of the new identity: "This last major change will help turn a great organisation into a great and easily recognisable organisation."

Welcoming the clearer identity provided by the new name communications director Michael Weedon commented:
"bira is all about communicating. When we speak for independents with Government and with the media, we will have a simple name and a clear identity. This will help us fulfil our stated aim of being the voice of independent retailers."

A key element of the strategy, which sets bira apart, is the vital role that the special divisions will play. So BAGMA, BHF, BSSA, CHA, HDRA and PPRA all retain their full importance to those members making their living in specialist areas of high street trading. Incoming president Russell Johnson, a hardware federation stalwart of many years, recognised that removing the name BHF from the overall name frees the British Hardware Federation, for example, to once again become "a clearly defined and readily understood trade association in its own right." while promising to: "do my best for every part of the organisation and by members in all walks of trade."