Strutt & Parker begins a new chapter in its 120-year history when its merger with Lane Fox is completed on Monday, 17 September. The move greatly increases the size of Strutt & Parker, bringing 16 additional regional offices and giving it a strong presence in the London market by adding six offices in Kensington, Chelsea and Fulham.

Strutt & Parker’s turnover is expected to grow from £81million in 2006 to nearer £100million, moving the business from 13th in Estates Gazette’s league table of top agencies into the top ten.

The merger will remap the upper end of the UK property market. The upmarket profiles and specialist services of Strutt & Parker and Lane Fox previously bridged the gap between premier league Knight Frank and Savills and the smaller, second division players. Now Strutt & Parker joins the Big Two to create the Big Three. The most obvious benefit for the business’s clients will be the greater spread of regional offices and a prominent London profile, but the quality personal service that has always been the hallmark of both businesses will remain unchanged.

Strutt & Parker will now have a much stronger presence in the South East and the Cotswolds as well as opening up new areas including Shropshire, where Lane Fox had established offices in Ludlow, Bridgnorth and Shrewsbury. It will also become a major player in the London property market, where Lane Fox has long been a respected name.’

The Lane Fox name will be retained at the London offices, reflecting its prominence in the London market; elsewhere, offices will assume Strutt & Parker’s identity.

‘The merging of Strutt & Parker and Lane Fox is a match made in heaven,’ says Michael Fiddes, Head of National Estate Agency at Strutt & Parker. ‘The two businesses have very similar cultures which place great significance on people – clients and staff – and on offering superlative services in key specialist areas, rather than trying to be all things to all people.

‘The enlargement of the business will enable us to offer a greater spread of services across the country, but we are not chasing growth for growth’s sake but to provide a greater office network and opportunities for our clients. The message for our clients is that it is very much business as usual.’

The merger is being marked by a major re-branding of Strutt & Parker, drawing on the distinguished heritage of both Strutt & Parker and Lane Fox and looking forward to an aspirational future.

The fresh identity reflects the business’ new, higher profile and provides greater impact, promoting Strutt & Parker as a challenger brand within the market place. It gives consistency to the Strutt & Parker livery , making it stand out in an increasingly competitive sector. The new logo is therefore dynamic and contemporary, with a bold combination of red, white and black and a sleek font.

However, Strutt & Parker’s success is built not on branding but on its long-standing reputation for quality service and expertise, so the logo is also classic and understated, emphasising the integrity of the business’ name. It reflects the business’ core brand values and is the perfect platform for going forward together.