Brand Cellar to revive Dewhurst butchers brand
The Brand Cellar, a company specialising in reviving some of Britain¬ís most well-known dormant brands, is to relaunch historic butchers Dewhurst.
The company said that research by YouGov ranked Dewhurst third behind Woolworths and C&A as the brand most missed by the British public when asked to pick their top three, despite the fact that the chain collapsed into administration in 2006.
Respondents placed Dewhurst the third most missed brand among 10 high street retailers that have closed in the past 50 years. The company's research also found continuing high levels of awareness regarding Dewhurst, with more people recognising the brand (59%) than were familiar with current high street names including Millies Cookies (54%) and the West Cornwall Pasty Company (38%).
Andrew Harrison, group global brands director at The Brand Cellar, said: “Companies looking to expand or develop their product portfolio, or enter a new market, should take note of our research, which shows the potential value of reviving an existing brand over launching a new one.
“We believe passionately that brands have a life and a value beyond the businesses they represent, and we are determined to realise this value in the brands that we own, finding new ways to make them relevant to today’s consumers.”
The Brand Cellar said it was looking at a number of options to bring the butcher back to the UK marketplace perhaps by partnering with a food outlet or meat wholesaler to start a range of "Dewhurst Master Butcher" meat products be sold in supermarkets or high street food stores.
The company has appointed Sir Rodney Walker, the former chairman of Wembley stadium, as its chairman.
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