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Adili rebrands to Ascension

Ethical etailer Adili is changing its name in a bid to push its fashion credentials and brand image.

From next week, the etailer will be called Ascension – after the brand it bought last year – with the address

Chief executive Adam Smith said: “I think it is a much sharper name for the business.”

He also said it would help the etailer avoid being confused with discount supermarket chain Aldi.

Smith said Adili’s fashion ranges were continuing to expand and improve. “We are really starting to grow up as a business,” he said. 

The etailer has also said it is looking at other routes to market to extend its reach. This is understood to include its first standalone store to showcase the brand.

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