Psion merger puts Amstrad name at risk

The Amstrad brand name will be allowed to die if the proposed 230m takeover by Psion is successful.

Sources at the personal organiser manufacturer say it will look into developing a new range of upmarket PCs, notebooks and other personal electronic products. There has been recent speculation – denied by Amstrad – that it was itself planning to phase out the name in favour of subsidiary brands such as Dancall and Viglen.

But Psion says it will not radically alter existing Amstrad products, ranging from PCs to fax machines.

Instead, it will seek to exploit the research and development facilities that would come under its control and diversify into a new range of products that will not carry the Amstrad name.

If the deal goes through, Psion chairman David Potter will become chairman of the enlarged group.

But there will be no place for his Amstrad counterpart Alan Sugar, who stands to gain about 79m from the sale of his 34 per cent stake in the company.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here