A new solicitor-led national law firm franchise will launch next week, with ambitions to extend to continental Europe and the US, the Gazette can reveal.

The Lawyers2you franchise has been set up by West Midlands firm Blakemores, spearheaded by its managing partner Guy Barnett (pictured).

It will be trialled by six firms in stages from 5 September, before being rolled out across the country in January 2012.

Blakemores will convert to an alternative business structure, and plans to seek external finance to extend the project internationally.

The Lawyers2you name has been used as part of Blakemores’ direct marketing strategy since January 2010, but this is the first time it has launched a franchise model for other firms under that name.

Blakemores has placed Lawyers2you stands in heavy footfall locations such as shopping and travel centres and at events. They are manned by paralegals, who direct prospective clients to free legal advice through information brochures, or by telephoning a call centre referred to as the ‘listening centre’.

Under the new arrangement, where problems require a lawyer, consumers will be referred to the local Lawyers2you franchise member, with whom an appointment can be made on the spot.

Hampshire firm Kiteleys, which has offices in Bourne-mouth and Southampton, will be the first firm to take part in the franchise pilot. Two firms, one in Surrey and one in Nottinghamshire and Leicester, will join on 1 October. On 1 November three more firms will join, in Northamptonshire, Shrewsbury and Telford, and Cheltenham and Gloucester. Following the pilot phase, the six firms will be given full 12-month franchise licences.

Barnett plans to add two new member firms per month throughout 2012, growing to 30 members in addition to Blakemores by the end of the year.

Adding two to three firms a month throughout 2013, he aims to have 60 members covering the whole of the UK, including Scotland and Northern Ireland, by the end of 2013.

During the same period, Barnett said he also plans to extend the initiative into Europe and North America, and once Blakemores has converted to an ABS, it will be seeking funding to help achieve that.

Members will pay an annual fee, dependent on their size and the number of stands they have.

To be eligible to join, firms should be equipped to offer a full range of legal services; conduct legal aid work; be Lexcel- accredited or demonstrate a commitment to achieve this; and have a good record with the Solicitors Regulation Authority.

Priority membership will be given to firms that are members of legal consultancy and trainer The 360 Legal Group, with whom Lawyers2you has entered into a marketing partnership.

Viv Williams, chief executive of The 360 Legal Group, said: ‘We believe that this means of lead generation and the franchise opportunity will be the most successful "brand" entrant into the legal sector and will provide a genuine cost-effective opportunity for our members, without significant upfront fees.’

Kiteleys managing director Mark Kiteley said: ‘There are two parts to being successful – good customer service and reaching out to new customers and engaging with them.'