lm1200 - 11:59 pm on Feb 20, 2013 (gmt 0)
My input error, the naming convention should be consistent - either store or shop in all uses.
Thanks for your help.
As I mentioned, we are moving a store from a self-managed platform to a hosted platform and want to retain full control over the homepage - not limited to the hosted solution framework. So, there is nothing much left on the old site, except for the history etc. We do now have a way of building a more developed homepage.
Thanks for your help with simplifying the RewriteRule.
It is now working as desired, I established that the simple RewriteRule needs to be in the old store subfolder, not the www root, with the rule as
RewriteRule (.*) http://store.example.com/$1 [R=301,L]