The proposed name change of the holding company Unibet Group plc to Kindred Group plc has officially been approved by shareholders at a General Meeting in Stockholm yesterday.
The decision to rename the company was made due to Unibet’s ongoing change and development, with a strong focus on its multi-brand strategy. It now has ten consumer-facing brands in its portfolio, many of which were acquired, and all will be represented by the Kindred Group brand.
The name chosen is based on an extensive analysis of the Group culture and identity – kindred – which refers to a relationship between people with similar values, beliefs, and attitudes. This conveys the unified nature of the company and its subsidiary brands.
Commenting on the name change, Unibet Group Chairman of the Board of Directors, Anders Ström, said: “Changing our group name from Unibet Group to Kindred Group marks an historic step for our company, founded almost twenty years ago.”
He went on to say: “We are now in a position to move Kindred Group into the future with enhanced clarity and flexibility, creating better conditions for future growth in a dynamic and changing business environment.”
Unibet Group CEO Henrik Tjärnström added: “As Kindred we can create a greater distinction between our consumer facing brands and the group brand, providing us with the necessary strategic flexibility to ensure we remain at the very forefront of our industry. As a group we have played an important part in driving the industry forward, and we intend to continue to do so in the future.”