Spanish fast fashion retailer Suiteblanco is reverting to its original name Blanco as part of a shake-up of the business led by its new boss, former AllSaints chief executive Stephen Craig.
Suiteblanco stores will continue to trade as normal, but will be gradually updated with the new branding over the coming months.
The company will open a new flagship and concept stores in Spain under the Blanco banner next year.
Craig joined Blanco in June and is tasked with leading an aggressive rollout of the Madrid-based retailer, which has more than 200 stores in 23 countries, none of which are in the UK.
Drapers understands it previously made sales of more than €300m (£211m) at its peak but this declined in the years prior to its acquisition by Saudi Arabian business Alhokair Fashion Retail for an undisclosed sum in early 2014.
Since joining, Craig has made a series of senior hires from the UK to assist the management team, including appointing Amy Molyneaux, one half of the duo behind UK womenswear designer label PPQ, as creative director.
He said: “Taking our rightful name back is just the start of things to come. This is a new beginning, with an entirely new Blanco management team who will clear up the mess of the past.”