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Reeves and James Cowper take on Kreston name in rebrand

TWO TOP 50 firms are rebranding to take on the ‘Kreston’ network name.

Reeves will change its name to Kreston Reeves, while James Cowper will change to James Cowper Kreston.

The rebrand was described as a “significant step-change” to the network’s UK profile, by CEO Jon Lisby, fitting the need for smaller businesses to access international advice.

“So, I am delighted that Reeves and James Cowper are the first of our UK firms to join the increasing number of members who are choosing to adopt the global brand, as this is a further demonstration of the cohesion of the network’s global service,” said Lisby.

The two south-east firms said the move “cemented” their relationship with the network.

Robert Holland, managing partner at James Cowper, said: “The Kreston network is important to our firm and those clients with interests overseas. It ensures that our clients receive the same high level of service overseas as they would from our own offices.”

Despite the collaboration between member firms, the rebrands do not involved any further formal links between the two practices.

Kreston International is the 13th biggest network of firms, with £1.95bn in revenues in 2014, according to the Top 40 International Networks & Alliances Survey.

Its Kreston UK firms operate with 1,950 professional and support staff and represent £122m in total fees. James Cowper is ranked 44 in the Top 50+50 Survey of UK firms, with £12.9m in fee income, while Reeves is 29th with £21.2m in fees.

The network was founded in 1971 and each member firm is independent.

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