Thurlby Group, the four-strong pub operator founded by Michael Thurlby, has announced that it is to change its name to Knead.
Writing in the East Midlands-based company’s magazine Dionysus, Sophia Thurlby discussed the name change, saying: “There aren’t many reasons why, other than to give us a brand name that has more metaphorical meaning and less individual attachment than the Thurlby Group.
“At the moment Knead encompasses the Lord Nelson, the Tobie Norris, Smith’s and the Prince Rupert. We have decided to join these four together as not only will it help us from a management point of view but also it will help us define each site and continue to build a better offering.”
She said the group would be offering Knead loyalty cards across the estate.
A new logo, website and branding are set to be launched to accompany the change of name.
