Two legal heavyweights are to head a national network of law firms formed in the latest response to competition challenges resulting from the Legal Services Act.

The Legal Alliance (TLA) is a group of mainly medium-sized firms which will market business and consumer services under a shared brand name. It will be chaired by Victor Semmens, former chairman of national firm Eversheds, with Ann Alexander, founding partner of Alexander Harris (now part of national firm Irwin Mitchell) as his deputy.

The announcement of the network, expected today, comes hot on the heels of the launch of QualitySolicitors.com, a marketing initiative to promote high street practices nationally (see [2009] Gazette, 12 February, 1]. The moves are an attempt by law firms to stave off competition from household name organisations that may seek to enter the legal services market when the Legal Services Act allows them to do so from 2011.

Alexander said the alliance would concentrate on offering local services. ‘The difference between TLA and QualitySolicitors.com is that the latter seeks to promote law firms around the country, while TLA offers services at a local level. Firms will only provide services to clients in their region, as our research shows people still want to contract with solicitors across the desk,’ said Alexander.

TLA is principally aimed at smaller to medium-sized firms and seeks to recruit at least 100 nationwide. Members will pay an annual fee, starting at £2,000, but varying according to size, location and breadth of work.

So far, 11 firms have signed up. The founding firms are Stephensons in Manchester, London firm Seddons, Franklins in Northampton, Kenneth Elliott & Rowe in Romford, Liverpool firm Lees Lloyd Whitley, Girlings in Canterbury, Birmingham firm Challinors, MH Legal in Sunderland, Lamb Brooks in Basingstoke, John Collins & Partners in Swansea and Wake Smith & Tofields in Sheffield.

Alexander said: ‘This is all about making it simpler for the public to access legal advice. It enables people to use local law firms who operate at fixed prices for many of their services. If traditional law firms don’t develop their services in the wake of the Legal Services Act, they’ll wither on the vine,’ she said.

Professor Stephen Mayson, director of the Legal Services Policy Institute at the College of Law, said: ‘It’s a time of profound change for UK law firms. The arrival of the Legal Services Act means firms must adopt new strategies if they are to thrive in the 21st century.’

‘The creation of TLA is a good example of how forward-thinking solicitors are preparing themselves to provide a better experience of legal services for clients in their locality by forging key commercial partnerships at a national level,’ he added.