D – Gustav Daiber GmbH is uniting its two own brands James & Nicholson and myrtle beach under the new umbrella brand, Daiber, with immediate effect. From January 2025 onwards, all new products and reproductions will carry the new label.
The textile specialist from Southern Germany is thus betting on a clear, uniform brand presence. The aim of this move is to reduce the complexity of international business and at the same time simplify addressing the customers. Simultaneously, through the use of the company name, Daiber aims to strengthen the association to the additional services offered by the company.
“With our new presence we are underlining what the name Daiber stands for in essence and what our customers can expect from us: high quality and production standards, diversity and above all service orientation,” explained Kai Gminder, CEO, who jointly runs the company in the fourth generation together with Christof Kunze. Kunze emphasised: “Our sales strategy remains unchanged by the rebranding. We will still not address end customers directly, but continue to rely on the long-term cooperation with our partners.”
The new brand presence was presented for the first time at the PSI Show from January 7-9, in Düsseldorf. The rebranding was accompanied by an attention-grabbing campaign that focused on timeless design and functionality. With slogans like “A jacket remains a jacket” and “A cap remains a cap” it was made clear that the customers and partners can still rely on the company’s known strengths and that the brand name is the only thing that has changed.
