ICI brand name under threat after sale to rival

The future of the ICI brand looks uncertain after its sale to Dutch rival Azko Nobel is finalised. The brand has been synonymous with British industry for eighty years.

Akzo says it is “very possible” it will retain its own name after the deal goes through, but that the decision had not yet formally been made.

Hans Wijers, Akzo chide executive officer, says that the company would definitely retain ICI’s Dulux brand.

Akzo is keen to merge ICI’s paints business with its own and estimates this will achieve cost savings of £189m.

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