Business named after seller

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by a searcher from University of Pennsylvania - The Wharton School
in Atlanta, GA, USA

3yrs ago

Business named after seller

Hi all,

Has anyone acquired a business that was named after the seller, when the seller planned to exit?

What did you end up doing with the business name post-close?

For context, I'm looking at a $1M EBITDA roofing business named after the founders.

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reply by a searcher 3yrs ago
from Columbia University in Cairo, Cairo Governorate, Egypt

I am currently analysing a potential deal with a company that was established in 1905 and named after the founder's family's name and was speaking with the owners on this point, also on whether they would be fine with keeping the name post acquisition. It's a bit tricky and probably need to be handled on case-by-case. On my deal, I will probably keep the name as it has a very good reputation in the local market and may be consider modifying it in the future but not taking out the original name as it has a lot of value.

reply by a searcher 3yrs ago
in New York, NY, USA

Just an idea: Keep the old and start a new one under the name you'd prefer. Market the new one, keep the old one. People who want familiarity can have it, people who want the new one can have it. Increasingly transition the branding on your assets as demand for the new one picks up.