QualitySolicitors has unveiled plans to launch 50 new 'branches' next month as the controversial law firm franchise moves to build a national brand for retail legal services.

The much-touted network, which sees law firms sign up and pool resources for combined marketing, was launched in May this year in anticipation of dramatic changes to the market for retail legal services.

In a statement issued this week, QualitySolicitors said that it will launch with a confirmed 50 new members on 11 and 12 November, including Liverpool practice Jackson & Canter, which will be renamed QualitySolicitors Jackson & Canter.

Jackson & Canter managing partner and former Law Society president Andrew Holroyd commented: "The creation of a national legal services brand is essential if we are to compete with the new entrants to the market next year. Firms have a great deal to gain through this which we believe will enable us to become the first choice for quality legal services locally."

QualitySolicitors chief executive Craig Holt said: "QualitySolicitors will be the first, recognised 'household name' legal brand and the only one from within the profession itself. The benefits to the branded firms of achieving this status will be huge and we expect our branded firms to totally dominate their local market as QualitySolicitors become the first choice for consumers and businesses needing legal advice."

The legal body, which is intent on expanding its network nationally to achieve wide geographic coverage, says it is on course to sign up a further 50 law firms in early 2011, which would take the number of members in the network to 115.

Firms that wish to join the 'brand franchise' must rebrand and pay an annual membership fee based on the geographical area that they will cover. The launch expanded network will be supported by a national TV campaign, fronted by the actress Amanda Holden (pictured), due to air during primetime shows such as Coronation Street and ITV News at Ten.

Target firms that QualitySolicitors is looking to sign up typically generate revenues in the £2m-£5m region, though the business is believed to be in talks with several top 100 UK law firms.

The venture is being watched closely as one of the most ambitious attempts from solicitors to benefit from expected changes in the market in the wake of the Legal Services Act, which will allow outside investment into law firms from next year.

However, the QualitySolicitors venture has proved unpopular in some quarters, with critics dismissing it as a claims management company that compromises the independence of member firms. Supporters, meanwhile, cite the initiative as an attempt by solicitors to rapidly adapt to a market in which companies are expected to heavily invest in building national brands in retail legal services.

In a stark indication of the stakes, Justice Secretary Kenneth Clarke in a speech earlier this week warned that radical changes to the market could lead to the closure of 3,000 High Street law firms.