Loungers, the west country bar and pub operator, is to develop a second brand aimed at females after securing its latest site in Taunton. The group, which currently has 13 Loungers, is to debut a concept called Cosy Club to go into market towns and to appeal to a female audience. The company has just signed a deal to take its first Cosy Club unit ,at Hunt’s Court – a former arts college – in Taunton. Alex Reilley, managing director, said: “The concern has been in a town like Taunton they probably don’t want an urbanized look – they want a good product but in different packaging. “There is a growing uneasiness about identikit chain businesses.” Loungers, which has adopted a strategy of converting unlicensed retail properties, said a second brand would also allow it to exploit opportunities in towns where it already has a presence. Reilley said the group, which has annual sales of about £8m, would continue to focus on Wales, the South West, Buckinghamshire, Hertfordshire and Oxfordshire.