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BRANDING NEWS: Baxterstory maintains brand heritage through merger for continuity

Business caterer Wilson Storey Halliday and BaxterSmith have merged their operations, taking on the new identity of BaxterStorey, which it claims is the UK's largest independently owned company operating in the sector.

The combined group has a turnover of £75 million, and a client list including around 16 per cent of FTSE 100 companies, including brands such as M&S, Slaughter & May, Daimler Chrysler, Oracle and Barclays.

William Baxter, deputy CEO at BaxterStorey, explains that the new name was devised to create a sense of continuity. “Both companies were well known in the industry, therefore it creates a powerful name going forward. It also reiterates that this was a merger, rather than a takeover.” He adds that maintaining a reference to the founders of both companies was also deemed important: “this is a relationship business, and it is important to have your name above the door.”

Baxter says the new company has no plans to actively market its new identity, or to move out of its core market. A sister company focuses on the schools market.


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