Orchard Funds Management comes into being
After hearing one too many complaints from advisers and investors that its name was too hard to pronounce, fund manager SAITeysMcMahon (SAI) has decided to re-brand, and will now be known as Orchard Funds Management.
The new name has been strategically launched ahead of the company’s intended listing on the Australian Stock Exchange, which it hopes will occur later this year.
“As we go towards a listing, the SAI brand is not something we want to take forward because it is confusing and people can’t pronounce it or remember it,” Orchard Funds Management chief executive David Hinde said.
He said the Orchard brand was chosen because of the types of words associated with it.
“The key words you think of when you say ‘orchard’ is planned, sustainable and growing, and that’s how we think of our business,” Hinde said.
He added that the re-branding would also be of benefit in changing the commonly held perception that the fund manager was solely focused on property.
“Now we want to be a more diversified fund manager, with plans to go into infrastructure and property securities,” Hinde said.
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