Burton strikes deal over use of new name
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Your support makes all the difference.Burton, the retailer set to demerge its Debenhams business in January, has reached a financial settlement with a retail property group over the use of the name Arcadia.
A London-based property group called Arcadia had threatened Burton with legal action over its plans to use the same name for its multiples business, which includes Dorothy Perkins, Principles and Top Shop. It had complained that Burton's use of the name would hinder its plans to develop shopping centres.
Burton has now reached a settlement with the company which will allow it to use the name Arcadia Group, though it will be subject to restrictions. The agreement states that "[Arcadia] will not form part of the registered or trade name of any subsidiary that trades in real estate."
Arcadia's joint managing director, Rod Pearson, would not disclose the size of the settlement but said "we are entirely happy with the outcome."
Burton chose the name using a public competition and offered a Caribbean holiday to the winner. Corporate identity specialists charge huge sums for dreaming up new names such as Diageo, the new name for the Guinness- Grand Metropolitan drinks group. Checking if the name is already in use is a key part of the process.
Burton said it was pleased the dispute had been settled amicably. The department store business will be known simply as Debenhams Group.
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