Law firm merger under “house of brands” strategy

Law firm merger under “house of brands” strategy

A 150-year-old Sussex based firm, Mayo Wynne Baxter (MWB), is the first to join legal and professional services group Ampa  under a “house of brands” merger strategy devised to move away from the traditional consolidation merger model.

Now labelled as a regional legal anchor brand for the south east, the firm, which offers a range of business and personal legal services, joins the legal and professional services group Ampa, which currently consists of Midlands practice Shakespeare Martineau, consumer law firm Lime Solicitors, debt and asset recovery firm Corclaim, property planning consultancy Marrons Planning, and cyber security specialist CSS Assure.

The merger is expected to elevate Ampa’s turnover to in excess of £100m in the current financial year. Mayo Wynne Baxter will continue to operate as a separate LLP entity, while its equity partners will merge into Ampa’s membership. According to Ampa no money exchange will take place.

Sarah Walker-Smith, group CEO at Ampa, said:

Clients and people across our sector are crying out for change and transformation. It’s time to consider the agile needs of clients more broadly and step away from the traditional consolidation model. Ampa does just that.

Each brand in our group is empowered to deliver on its growth ambitions and retaining autonomy whilst collaborating with each other when it makes sense to do so for the greater good.

Mayo Wynne Baxter has a unique geography, local market affinity, excellent client relationships, strong employer brand and a great reputation – which is why it is so important that it maintains its brand and market positions. It has been great to meet and now go into partnership with a similarly progressive business and like-minded people to help us drive the Ampa vision.”

Dean Orgill, Chief Executive Partner at MWB, commented:

“We’re excited to be taking this next step in our firm’s evolution and look forward to building on our services for our clients and communities. Joining forces is a very positive move for each of us.”

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