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F&S Pipework was renamed Fascel last month - the first name change for the company since it was founded 25 years ago. MD Andy Carr explains the process of rebranding a well-established business.
Planning crucial for rebrand
Structural shift
Spring 2014 earmarked for upturn
Founded 1989
Location Luton
Specialism Pipework and M&E
Number of employees Approximately 100
Turnover £10m
Mechanical installations company F&S Pipework changed its name to Fascel Group on 2 October this year, the culmination of a year-long rebranding process.
The firm was initially named after its original owners: Neville Forrest, Peter Forrest and Jim Shaw. Those founders are no longer involved in the business, so the current management decided to change the name.
"We've given ourselves a new look, as we felt the pipework aspect of the name was holding us back," says Fascel Group managing director Andy Carr.
"Although around 90 per cent of our work is in pipework, we had to work much harder to let people know that we did more than that."Planning crucial for rebrand
The process of rebranding and choosing a new name proved to be something of a learning curve...