Jackson-Stops & Staff this morning announced it has lost its ‘Staff’.

As of today, the UK estate agent with 45 offices nationwide has rebranded as Jackson-Stops, dropping ‘& Staff’ from its name.

The decision comes after a detailed consultation period to gauge perceptions of the brand. It turned out that the public did not understand who the “& Staff” were.

They were, literally, the staff. That part of the name was originally introduced to show that its young founder did indeed have staff.

The rebrand, which will be implemented through a phased rollout across the business, will include changes to all branding, including logos, brochures, sales boards and displays.

Nick Leeming, chairman at Jackson-Stops, said: “Rebranding to Jackson-Stops is not a decision we have taken lightly.

“We have been operating under Jackson-Stops & Staff for more than a century so it was incredibly important to us that our clients, who admire our traditional values, were able to voice their opinions on the potential rebrand.

“The survey found that most of our clients didn’t know what ‘& Staff’ stood for, and with many already referring to us as Jackson-Stops, we thought now was the right time to make the change.

“Although our name has shortened we will continue to operate as we have always done with our high-quality values and service at the forefront of everything we do.”

The firm traces its roots back to 1908 when was Herbert Jackson-Stops set up an estate agency in Towcester.

In 1992 it adopted its unique business model, described as a “democratic consortium”.