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Gartmore hunts on a new brand range

Gartmore is launching a new global brand identity and overhauling its product range with some funds being rebranded and others merged as part of an overall conversion from unit trusts to Oeics.

From May, Gartmore will offer a simplified range of UK investment funds in response to feedback from investors and IFAs. It says some funds will be renamed to clarify their key investment aims while others with broadly similar investment objectives will be merged.

The move is scheduled to coincide with the completion of Gartmore&#39s project to convert the majority of its UK unit trusts to sub-funds of various Oeics on May 15.

The range of investment funds will be marketed under five categories – focus, aiming for market outperformance; opportunities, actively managed equity funds aiming for top-quartile performance over the medium to longer term; growth; income and tracker/ protected.

The launch of a cautious managed fund this month will spearhead the company&#39s Isa season, with more launches planned later in the year.

As part of the rebrand, the traditional Gartmore banner will be overlain with a crouching big cat, aimed at portraying how the firm is hunting out new opportunities.

Head of UK retail Paul Feeney says: “We believe simplifying the range and grouping funds into these five investment categories will help investors and financial advisers select the right type of fund for the individual&#39s requirements. Our objective is to provide clarity and simplicity. The conversion into Oeics will improve our ability to provide innovative products and services . Our aim is to improve transparency and to establish structures for investors to benefit from lower administration costs and allow them to be able to switch between sub-funds at no charge.”

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