Fletcher Sport Brands has announced that it will now operate around the world under the name Sunice.
The goal of the name change is to align its corporate and product identity to better focus on a singular brand platform. The name Fletcher also identified the family that ran the business before the current ownership.
“This change gives us a platform to continue the commitment around driving the Sunice brand” said Conrad Tappert, president of Sunice.
“Combining a heritage dating back to 1976 with the current momentum that the brand is enjoying in the marketplace, it is the right time to make this change,” he said.
Along with the name change, the company has adopted a new corporate identity and a new website that will be launched next year.
The changes are effective immediately, and all future business activity will be undertaken with the new name.