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George East becomes Dayes

George East Housewares has rebranded as Dayes, part of a group-wide rebrand. The company has been a wholly owned subsidiary of a large Dutch multinational non-food business since 2006.

“As a dynamic business with ambitious growth plans, we need to make sure that our stakeholders, be they customer, consumer or supplier know the breadth and scope of our business,” explains md Nick Squire. “Our Group has been rebranded with a consistent name across all territories using a name that both conveys what we do and is pronounceable and understandable in all languages.”

Serving over 50 million households every week, the new name “says what our entire company stands for: the daily essential products that make the lives of millions of consumers more fun, easier, cleaner and more comfortable,” adds Nick, who confirms that there is no change in the structure or ownership of the business.

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