Historic London letting agency Edmund Cude, which also operates in the sales market having acquired Bushells three years ago, is being rebranded as Portico'.
In a press release majoring on its approach to marketing, the new name is described as fresh, relevant, memorable and distinctive and will be accompanied by a new fleet of black Mercedes-Benz company cars as well as rebranding on 11 offices in the capital.
Edmund Cude was entirely lettings focused until three years ago when the company acquired Bushells and the new brand will cover both sales and lettings.
The firm says it will offer a range of bespoke packages providing services they simply can't get from other estate agents - although it declines to say what these are, saying instead that they will be revealed shortly.
Edmund Cude started life in 1818 with that original name; Bushells has been around for nearly 80 years. Portico defends the statement claiming that in a crowded and often undifferentiated marketplace of companies typically bearing the owner's surname, they wanted something relevant, new and fresh.