Gullivers to get identity rethink and new name

Shopfitters JDS Group and Railston Design have beaten design consultancies including Kinnersley Kent to create experimental new store formats for the Gullivers retail chain of luggage specialists.

The 60-strong chain, part of the Mister Minit group, is to be given a new name as part of the project, confirms Mister Minit marketing manager Mark Godson. He says that JDS and Railston, both of which have design departments, will each create a trial concept for the chain.

The two formats will be introduced in test stores in September or October, to allow for testing over the Christmas period. The most successful format will be installed in all branches.

The retailer has a shortlist of new names for the chain. It is checking to find one which has not already been registered by other retail groups, and may appoint a marketing agency to advise on implementation, says Godson.

Talks have been held with branding specialists Interbrand and DDG over the naming issue. “It is likely we will use a branding agency,” says Godson.

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