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Henderson could drop New Star brand

Henderson Group may drop New Star from its Henderson New Star retail brand.

Money Marketing understands that the group is reviewing the name and sources suggest the New Star brand may be dropped following the integration of the two firms.

At the announcement of the £115m acquisition of New Star by Henderson in January, Henderson chief executive Andrew Formica said the group was keen to offer a dual branding, stating that New Star is still a strong brand name in the UK retail space and that it was “something that Henderson was looking to build upon”.

Henderson officially acquired New Star in April and quickly launched the dual brand name.

Henderson New Star joint head of marketing Richard Wilson says: “The feedback on the Henderson New Star name has been encouraging.

“Nothing has been finalised until we finish integrating the businesses in April 2010. We may well continue with the brand name.”

Hargreaves Lansdown senior analyst Meera Patel says: “I would not be surprised if they dropped the New Star name as I do not think that Henderson would want to be associated with it in the long term.

“Henderson has been around for years and had its own problems in the past but it has a better brand than New Star so I assume that it will go at some point.”

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