Dewhirst strengthens its branding with a name change , supported by a new logo and is also moving into the catalogue sector, via acquisition from Marks & Spencer.

The name, Dewhirst Corporate Clothing and the logo DCC is designed to give the company a stronger identity in its marketplace. Marketing manager, Pascal Fintoni, told LCN that as the term corporatewear is now in common usage, the “Corporate Clothing” designation would help to mark Dewhirst out from its competitors. “We wanted to show the world we are moving on.” The company is also moving into the catalogue sector, via the business acquired from Marks & Spencer on 3 August. Dewhirst Direct plans to launch its first catalogue at the end of October. The move is a natural one, as it has a long association with M&S and already supplied clothing for the M&S catalogue, so it can assure the customer base of the same high standards.

Mr Fintoni explained that around 60 per cent of the collections would be based on existing ranges, although slightly revamped. However, the catalogue would also introduce completely new designs with a European theme, such as the Milan collection.

In addition to the clothes themselves, the catalogue will bring innovations such as a guide to putting outfits together.