New Year, New Me: Gordon Dadds renames itself The Ince Group

August 20, 2019

2 min read

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What's going on here?

Gordon Dadds is hoping to rebrand as “The Ince Group”, following its acquisition of struggling shipping law firm Ince and Co in December 2018.

What does this mean?

Just last week, the newly merged company, Ince Gordon Dadds LLP announced that it would rebrand as “The Ince Group”. The firm announced that the new name “will better reflect the main trading name of the group’s commercial and disputes practice in London together with the seven international offices where the group operates around the world.” 

The rebranding decision comes after the firm reported a 69% rise in revenue and a 73% rise in operating profit following its acquisition of Ince and Co. Before the new firm’s name is made official and put into practice, it will need need to be voted on at the company’s Annual General Meeting at the end of this month.

What's the big picture effect?

Gordon Dadds decision to rename itself “The Ince Group” reflects its broader efforts to rebrand its business model. The shape of Gordon Dadds’ business has changed significantly since the introduction of Ince’s shipping, trade, aviation and insurance practices. 

Its CEO and managing partner, Adrian Biles believes traditional UK law firms should be wary of the challenges posed by the growing influence of large US law firms, as well as the growth of the Big Four in the legal services market. In an effort to compete with these companies that offer a wide range of professional services, Gordon Dadds has also moved towards providing customers with a so-called “integrated service model”

In the past few years, Gordon Dadds has adopted a business model focused on expansion into businesses complementary to its core legal services. Legal services are therefore just the tip of the iceberg when it comes to the numerous services such as accounting, financial services, consulting and pensions advice that the firm now offers. 

As customers seek integrated solutions, it may be time for more law firms to follow in Gordon Dadds’ steps and offer a more multidisciplinary business model. Gordon Dadd’s name change has been symbolic in showing their willingness to adapt to the emergence of new competitors. Other law firms will undoubtedly be playing close attention to how the soon to be Ince Group’s new business model plays out!

Report written by Lina Jeffcock

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