From two to one: Gustav Daiber GmbH is consolidating all products from its two own brands JAMES & NICHOLSON and myrtle beach under the new brand Daiber with immediate effect, thus focusing on a clear, unified brand presence. The quality, functionality and versatility of the products and services remain unchanged. Accompanied by a high-impact campaign, Daiber is presenting its refined strategy for the first time at the PSI trade fair.
This means that all new products and any restocked items from the beginning of the year will bear the ‘Daiber’ label. With this move, the long-established company is committing to a clear, unified brand identity while maintaining its proven range of products and services. The products, with their high quality, timeless designs and extensive range of colours and sizes, will remain the same, as will the comprehensive services from expert consultation to product refinement. The only change will be the brand label.
‘At Daiber, we have a success story that spans over 100 years and is deeply rooted in strong values. With our new appearance, we are reinforcing what the name Daiber has always stood for at its core and what our customers can expect from us: high quality and production standards, versatility and, above all, service orientation, now unified under the brand name Daiber,’ explains Kai Gminder, who runs the company in the fourth generation of the family together with Christof Kunze.
Reduced complexity for customers and partners
The aim of the brand transition to Daiber is to sustainably reduce complexity in global production, logistics, retail and sales while sharpening the brand identity. By consciously placing Daiber at the forefront and using its corporate name as the product brand, Daiber is establishing the connection between its solutions and its company, as well as its heritage as a service provider. This way, the corporate fashion manufacturer enables its customers to better identify with the brand and simplifies the customer approach for its partners. ‘Our sales strategy remains unaffected by the brand transition. We will continue to rely on our long-standing partners rather than addressing end customers directly. Together with our partners, we create expressive textile solutions that foster identity,’ emphasises Managing Director Christof Kunze.
High-impact campaign for the new brand identity
To accompany the brand transition, Daiber is launching a new communication campaign to convey its sharpened strategy. The campaign visuals feature various best-selling products from Daiber in a monochromatic look, symbolising what will continue to exist under the new brand label: timeless designs, durable materials and the usual high level of functionality and product variety that customers have come to expect. With claims such as ‘A jacket is still a jacket’ and ‘A cap is still a cap’, Daiber reassures its customers and partners that they can continue to rely on what the corporate fashion manufacturer has stood for with its two own brands so far.
The brand transition to Daiber has been publicly unveiled for the first time at the PSI trade fair. Here visitors to the Daiber booth have the opportunity to experience the new brand identity first-hand and discover the 2025 novelties, marking the first collection with the new Daiber label.
