George East (Housewares) Limited, a UK housewares company specialising in kitchenware, utilities and beauty care, has been rebranded as Dayes Limited.
The company has been a wholly owned subsidiary of a large Dutch multinational non-food business since 2006. While there is no change in the structure or ownership of the business, the name change is designed to make sure that all stakeholders, be they customer, consumer or supplier, understand the breadth and scope of the business and its European operations.
A company spokesperson commented: “As a dynamic business with ambitious growth plans… 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. We serve over 50 million households every week with our daily essential products and therefore will be changing our name to reflect this. George East will now be called Dayes. A short, powerful, and clear name. A name that 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. In short, ‘everyday essentials.'”