Historic Laytons name dropped from Jeroboams merchant arm

By Jo Gilbert

Published: 25 January, 2018

London wine merchant group Jeroboams is dropping the name Laytons from its merchant business in order to ‘simplify’ its business model.

Laytons and Jeroboams have operated under separate names since the two businesses became integrated in 2000, but now Laytons is undergoing a rebrand to become Jeroboams Trade.

As of March 1, Jeroboams Trade will sit alongside Jeroboams Retail, which operates six shops in Notting Hill, Hampstead, Belgravia, Mayfair, Knightsbridge and Holland Park, and also Jeroboams Private Sales, headquartered in Islington.

Also operating out of the head office in Islington, Jeroboams Trade will continue to supply on and off-trade across London and the southeast, as well as corporate customers.

The name isn’t disappearing completely from the company, however.

Laytons Wine Merchants, which has had prominent links to the UK import trade since 1934, will continue as the importing arm of the business, headed up by Peter Mitchell MW.

Mitchell will also continue in his role as head of the buying department at Jeroboams Trade, while contacts and day-today operations will remain the same.

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