Rebranding Odgers Select to Berwick Partners was not a result of brand confusion, the managing director of the newly-named division of executive search firm Odgers Berndtson told Recruiter.

Richard Love emphasised that the rebrand was making a statement. “It is a positive rather than a reactive step,” he said. Berwick Partners focuses on the £50k-100k senior to middle management positions across both public and private sectors.

“It [the rebrand] has been broadly well received, particularly in the regions, where most executive search firms have withdrawn from the regional markets,” he explained. “SMEs or family owned businesses appreciate the fact that Odgers Berndtson maintains its passion and focus in the regional markets, albeit in Berwick Partners.”

Love has opted for a strategy of specialisation for its consultants. “We want consultants to really know their market… who really understand what good looks like in the £50-100k bracket,” he said.

Berwick Partners has been gradually expanding since its name change in July. The Manchester-based team has hired four consultants: Richard Grayling, Alex Richardson, Alex Lenihan and Holly Barron. In addition, Korinna Sjoholm and Amy Speake have been hired as consultants at the company’s Leeds and Birmingham offices, respectively.

There have also been promotions to partner: Matt Cockbill, head of technology and EMI practices; Lucy Brennan, head of practice for supply chain, procurement and finance; and Debbie Sutton, head of the HR practice. Finally, three consultants have been promoted to principal: Jonathan Burke in Leeds, Mandy Turpin in Manchester and Will Pringle in London.

Love has a three-year hiring plan to continue to expand and bolster existing and new markets in the regions.