The name of an independent fashion chain which first appeared in Derby almost 40 years ago is to disappear as part of rebranding by its new owners.
Just over a year ago, independent fashion chain Limeys was sold for an undisclosed sum to private equity fund KCAJ. At the time, Limeys had seven outlets, including three in Derby - all in Sadler Gate - and its head offices were in Friar Gate.
Following the sale, the business was put under the operational control of Glasgow-based Cruise Clothing, in which KCAJ has an interest.
There are now two Limeys stores in Sadler Gate, one for men and the other for women.
All stores have continued to trade under the Limeys name over the last 12 months despite the changeover of management. But this week Cruise announced that the Limeys shops in Derby, Sheffield, Leicester and Birmingham would be rebranded as Cruise in August.
Cruise chief executive John Heath said: "It has always been our intention to introduce the Cruise concept throughout the UK. The acquisition of Limeys simply accelerated the natural roll-out of stores, giving us access to key cities in the Midlands.
"We began online trading at the end of 2007 and will open our 21st store in Bristol later this year. Cruise is now recognised as a national brand and we feel it is the right time to re-badge the Midlands stores in line with our move south."
Limeys, which grew into a multi-million-pound independent fashion chain, was launched in Derby more than 40 years ago.
The business originally started as Napoleon and Josephine in the 1960s and aimed to bring quality, fashionable clothing to the city. It changed its name to Limeys in 1970.
After opening its doors in 1966, the chain expanded into Sheffield, Nottingham, which is no longer part of the chain, Leicester and Birmingham.
It had three shops in Sadler Gate - Limeys, Limeys for Women and Lida, which was aimed at a slightly older clientele.
The rebrand, which will coincide with the launch of the Cruise's autumn/winter collection, will see the Derby stores refurbished over time to match the new branding.
Mr Heath said: "Given the current financial climate we have chosen to steadily update and refresh the stores instead of refitting every site.
"If the opportunity arises to relocate to a better site or development in any of our cities, we will give this consideration."
Despite the changes, Mr Heath said he was certain that the stores would retain their independent, boutique feel, which was a Limey's trademark.
He said: "Thanks to our fantastic staff both in store and at head office, we are in a position to identify and respond to the needs of our customers at a local level.
"Rebranding the Midlands branches creates consistency and familiarity for our customers on a UK wide basis."
Limeys in Derby will re-launch as Cruise on Monday, August 25.
Source: Derby Evening Telegraph
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