Burton in naming free-for-all

The Burton Group is throwing open the naming of a new holding company to a public competition, offering a tropical holiday to the winner, rather than employing a branding consultancy.

The name change is a result of the group’s planned de-merger, which will see department store group Debenhams hived off from the “multiples” division, home to brands such as Dorothy Perkins, Top Shop and Burtons Menswear.

Chief executive John Hoerner has issued an invitation for entries to be sent directly to him, following an article in The Daily Express.

Hoerner had jokingly told an Express journalist that he would accept “answers on a postcard” to end the search for a new name. So many people tried to contact him that the retailer decided to make the competition official, says a Burton Group spokeswoman.

The winning entry will net its originator an all expenses paid tropical holiday, plus 1000 spending money. The cost of staging the competition is likely to be considerably cheaper than employing a branding group.

The competition rules state, “All entries become the property of, and any copyright will vest in, the Burton Group plc upon receipt”, and that the winner must agree to appear in publicity material. The closing date for entries is 31 August.

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