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Brief Published: 25 Jul 2011

The Brand Cellar


New company The Brand Cellar is hoping to revive defunct or struggling consumer brands – launching itself under the tag-line ‘Reinventing Much-Loved Brands’.

Set up by a group of ex-marketing executives and entrepreneurs – hoping to capitalise on the ongoing demise of British high street stores – the company has so far raised around £5m ($8.14m) to invest and has already bought 111 brands.

The biggest project on The Brand Cellar’s books to date is UK-based Dewhurst Butchers, originally founded by the Vestey family in Liverpool, Northern England. During the 1970s the group had a total of 1,400 shops but started to struggle with the advent of the supermarket age in the 1980s and eventually went into administration in 2006. The Brand Cellar is reportedly planning to partner Dewhurst Butchers with another company, such as a meat wholesaler, as well as establishing the brand as a ‘master butcher’ to retail through supermarkets and high street stores.

The Brand Cellar