Unibet Group will now operate as Kindred Group in an effort to expand the company’s multi-brand strategy.
“As Kindred we can create a greater distinction between our consumer-facing brands and the group brand, providing us with the necessary strategic flexibility to ensure we remain at the very forefront of our industry,” said Henrik Tjärnström, chief executive officer of Unibet Group, in the company’s release. “As a group we have played an important part in driving the industry forward, and we intend to continue to do so in the future.”
According to the release, shareholders met for an extraordinary general meeting in Stockholm and approved the change from Unibet Group plc to Kindred Group plc Dec.