Egg brand lives on despite credit card sale

Citigroup says the Egg brand will stay despite selling more than one million credit cards accounts that used the name.


Barclays agreed to buy Egg’s credit card business earlier this week and plans to integrate the accounts into its Barclaycard business.

It has not, however, bought the Egg brand name.

A spokesman for Citi says Egg-branded savings and insurance products will continue to be sold, while branded personal loan and mortgage customers will continue to be serviced. The company has about 3 million users of its non-credit card products.

The sale of the Egg accounts comes just nine months after Citi relaunched the brand as one that provides “balance and stability” to the financial lives of its customers. The repositioning was backed by the brand’s first television ads in two years.

Citi bought Egg from Prudential for £575m in 2007. It is understood that the US-bank had been looking to sell the credit card business for some time.

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