Rebels delay 8m Scholl relaunch

The battle between Scholl Consumer Products and rebel shareholders is delaying the company’s planned 8m worldwide relaunch of its products .

Scholl is embroiled in a dispute with shareholders, who are demanding the replacement of non-executive directors and a break-up of the company.

Its management wants a complete overhaul of the design, logo and packaging to give the brand a uniform look internationally.

The company aims to introduce the new “family look” to the Scholl brand by spring next year, following an announcement last year that it was centralising its operations.

A Scholl spokesman says that apart from the brand relaunch, there are plans to upgrade the Scholl stores from their present “dowdy” shoe-shop look.

The Scholl toiletries range will be the first to be relaunched with new packaging which will feature the traditional blue and yellow. It is being designed by Design Bridge.

However, the spokesman says that the problems between the company management and its shareholders will delay any new brand launch. A shareholders’ meeting is being held on October 24.

The spokesman adds that the company planned an advertising campaign in conjunction with the relaunch. However, details on how much is to be spent and which agency will handle the account has yet to be finalised.


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