Steinhoff Asia Pacific considers name change

Steinhoff-Horslepy-Park-renderHomewares retailer Steinhoff Asia Pacific is considering a name change in an effort to distance itself from troubled parent company, Steinhoff International.

The group, which comprises of Freedom, Fantastic Furniture, Snooze and Best & Less, among others, lodged a trademark application for ‘Greenlit’ as first reported by the AFR.

Additionally, Steinhoff Asia Pacific registered business names Greenlit Brands, Greenlit Holdings and Greenlit Retail.

“Steinhoff Asia Pacific Group continues to carefully and methodically navigate the circumstances involving it’s parent company, Steinhoff International Holdings, and with its parent company, considering the potential options for the business in Australia,” the company said in a statement.

“No decisions have been made.”

“As it does from time to time and given the diversity of brands within the group, Steinhoff Asia Pacific registers various trading names with ASIC and has recently done so with the Greenlit name,” it said.

Steinhoff has been analysing its relationship with parent company Steinhoff International after it came under investigation for possible fraud over the lodging of inaccurate financial records leaving up to $9.2 billion missing.

Steinhoff Asia Pacific has around 275 stores and 3500 employees.

Article updated to reflect that the information was first published on The Australian Financial Review.

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