Leonard Joel rebrands (again) - Art Collector

21 March 2011 | Auction house Leonard Joel is changing its name back to Bay East.

The auction house is now owned by the same group of investors who acquired Sotheby’s Australia from Tim Goodman at the end of 2010.

The initial name change took place in 2010, but a press statement released by Sotheby’s Australia said there had been very little brand equity created in the new name since then, whereas “the Bay East name is still well known and trusted by many Sydneysiders”.

The rebranding process is already underway. The March art & book auction will be the last sale held under the Leonard Joel name.

Jane O'Sullivan

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