PPR, the group behind the Boucheron, Girard-Perregaux, JeanRichard and Gucci watch brands, among many others, is to undergo a complete transformation, becoming Kering from 18 June 2013, when the group’s annual general meeting is expected to approve the new identity.

The change marks the group’s shift from distribution to apparel and accessories, focusing in particular on luxury and sport and lifestyle brands.

“Changing our identity is the logical and necessary outcome of the Group’s transformation. More than just the change in scope or activity that this new name reflects, it expresses the Group’s new identity and our corporate culture”, said Chairman and CEO, François-Henri Pinault.

The group’s new name, “Kering” can be pronounced as “caring” in English, but the “ker” prefix also means “home” in the dialect of Brittany, where the group has its origins.

“Kering is a name with meaning, a name that expresses both our purpose and our corporate vision. Strengthened by this new identity, we shall continue to serve our brands to liberate their potential for growth”, added François-Henri Pinault, who unveiled the new identity yesterday to the Group’s directors and head- office staff. A live webcast ensured that most employees of Kering and its brands across the world could be involved.

Consultants: Brand strategy and signature: Dragon Rouge Visual identity (name, logo), graphic universe and website: Havas Lifestyle Launch campaign: TBWA\Corporate

Source: PPR