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Le Lievres brand to go after 115 years

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A JERSEY brand which has been associated with a store in Don Street for around 115 years is to almost disappear following its purchase by one of the Island’s largest department stores two years ago.

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Le Lievres, which was established at its St Helier location in 1904 – and previously had outlets in Guernsey and St Brelade – was bought by Voisins in 2017. It has continued to trade as Le Lievres but will soon be rebranded Voisins Home.

The move follows the disappearance of a growing number of Jersey names from the high street, including Beghins, C T Maine and A Amy and Son. After 100 years, Pearce Jewellers is also set to close and Hamons’ premises are available to let.

It was initially said that Le Lievres would continue to trade under its current name. However, Gerald Voisin, owner of Voisins, said that it had become difficult to promote two brands.

‘It is not going to disappear just yet, but it does give us all sorts of problems trying to promote two different identities,’ he said.

‘What is particularly difficult is how we maintain the Voisins website but not the Le Lievres website.’

He added: ‘People have been going into that shop for quite a while now, not knowing that it changed hands years ago.

‘We had one customer querying why Voisins had shown up on her bank statement. We asked her if she had been to Voisins and she said no.

‘And then we asked if she had been to Le Lievres and she said, “Oh yes”.

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‘So I think that people will continue to go regardless of the name and the older Jersey people will probably still call it Le Lievres.’

Mr Voisin added that the name would not be disappearing completely from the store and that a plaque acknowledging the shop’s past would be installed on the front of the building, subject to planning permission.

The Le Lievres branding will also feature in a small vinyl ‘tag’ due to be installed on one of the ground-floor Don Street windows.

Ed Taylor

By Ed Taylor
Journalist

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