JAMES & NICHOLSON AND MYRTLE BEACH BECOME DAIBER

The ‘older ones’ among you will probably remember the campaign ‘Raider becomes Twix - nothing else changes’. We at Daiber have now taken a similar step.

With a view to the 2025 season, it was also time for a makeover of our corporate fashion brands. We are combining all JAMES & NICHOLSON and myrtle beach products under the Daiber brand, focussing on a clear, uniform brand identity. We deliberately take centre stage and, by using our company name as a product brand, establishes a link between our solutions, our company and our history as a service provider. This means that new or re-produced items of both brands will bear the Daiber label from 1 January. We are thus saying goodbye to our JAMES & NICHOLSON and myrtle beach product brands and are positioning ourselves for the future by reducing complexity in our global production, retail and distribution in the long term.

At first glance, this sounds like a big change. But don't worry: apart from the name, nothing will change. The quality, functionality, design and versatility of our products will remain 1:1 and existing products will not even change their product number! Our range of services with comprehensive advice, our network for production and retail and the option of decoration will also remain the same. Our sales strategy also remains unaffected by the rebranding. We are still not targeting end consumers directly, but are focussing on long-term cooperation with our partners. Together with them, we design expressive textile appearances that create identity. 

WHY THE NAME CHANGE?

Over the past decades, we have consciously stepped back behind our product brands JAMES & NICHOLSON and myrtle beach with the aim of sending a signal to our customers: What counts is you, your brands and your stories. The central result of the examination of our own brand world was that we at Daiber have great values as a company and can tell a success story that goes back more than 100 years. Our history does not get in the way of focussing on the brands and stories of our customers. On the contrary: we have always lived this mentality as a service provider. Helping other brands and companies to create expressive textile appearances is in our DNA. Because behind our products are people who work passionately every day to find the right solutions for our customers' needs.

To be able to tell this story, we as Daiber have to emerge from the background of our product brands. That is why we have decided to say goodbye to our JAMES & NICHOLSON and myrtle beach brands and unite all our products under a new brand umbrella: Daiber.

By the way: Our 2025 collection already bears the new Daiber label. You can find more information in our Novelties catalogue 2025.

Our communication guide with Q&As is designed to inform you about what exactly this change entails and what might change for you - and also what will remain exactly the same. With our comprehensive collection of information in this document, we will certainly answer the majority of your questions.

To accompany the rebranding, we have been expressing our sharpened strategy with a new communication campaign since 7 January 2025.

The campaign motifs show various bestselling products from Daiber in a monochrome look and symbolise what will continue to exist under the new brand label: timeless designs, durable materials and the usual high level of functionality and product diversity. With claims such as ‘Jacket remains jacket’ and ‘Cap remains cap’, we makes our customers and partners aware that they can continue to rely on what we as corporate fashion manufacturer has stood for with our two own brands so far. Nothing is changing except the name. Our claims also symbolise this.

The rebranding to Daiber will be announced publicly for the first time at the start of the PSI trade fair, one of the most important industry trade fairs in Europe. Our booth visitors will have the opportunity to experience the new brand identity live and discover the 2025 novelties as the first collection with the new Daiber label.

We invite you to join us on a journey of discovery and explore the options that our new brand opens up. Your satisfaction and success remain our greatest motivation. Welcome to this new era - we look forward to continuing the journey with you.

If you have any further questions, please get in touch with your contact person or our back office team:

Tel.: 07432 7016 800

E-mail: [email protected]