Sports heritage brand Lions Rampant is to be renamed Rampant Sporting and will unveil its new-look logo at trade show Pure Spirit.
The brand, in which lifestyle company Joules bought a stake in November, will overhaul its branding for remaining spring stock and its autumn 11 collection, both of which will be shown at Pure Spirit, which runs at Earls Court and Olympia from February 13-15.
The brand, which has 16 UK stockists including indies and department stores such as Bentalls, said it decided to change its name to one that more clearly defined its British sporting heritage. It plans to add up to 40 new stockists this year.
It will also open its first standalone store in Exeter in late March. The 800 sq ft Gandy Street store will sell the brand’s full collection. Key for spring 11 are rugby shirts for both men and women, sporting joggers with a twist of colour and the brand’s rugby socks, for which it is renowned, in a range of bright colours.
Founder Richard Hurtley said: “The move to Exeter is very important to us as it is the birthplace of the business. The brand was conceived on a university couch in Exeter in 2005 and it is going back to its roots, with a store less than a mile from where it all began.”
The brand will also relaunch its website for autumn 11 with a greater focus on interactive and lifestyle content.