Sagars launch rebrand as AAB merger delivers turnover boost

Leeds-based accountancy and business advisory firm, Sagars, is marking a turnover increase of 32% with the launch of a rebrand as part of its ongoing evolution since merging with business-critical services group, AAB Group.  

Already an established business with an excellent reputation, the merger with AAB in November 2021 positioned Sagars to increase the depth and breadth of services they provide to clients, whilst retaining the autonomy to shape their future.  

Since AAB and Sagars merged, the integration of the businesses has brought enhanced services to clients across the north of England. The rebrand marks the continuation of this integration as part of AAB Group and the expanded client support includes corporate finance, customs duties, hotel accounting, payroll, people management, virtual finance, and wealth management. 

Over the past 22 months, the Leeds-based team has increased by 19%, as the successful integration of the businesses unlocked a wider range of services to support Sagars clients across the north of England, including: corporate finance, customs duties, hotel accounting, payroll, people management, virtual finance and wealth management. 

The rebrand is another milestone in the integration of Sagars as part of AAB. As a trusted brand, the Sagars name remains, but the business has now visibly cemented its position as part of the overall AAB Group. 

Commenting on the visual rebrand, Sagars Managing Partner James Hunt, said: “This is a very exciting day for our business, but of course the changes are about so much more than simply updating the logo. The new brand will enable our teams to work seamlessly with colleagues across the wider AAB Group – adopting this joint approach unlocks so many synergies and efficiencies, enabling us to leverage our combined expertise for the benefit of our clients.  

“It is a bold change and makes a significant statement about where Sagars is as a business now, and where we are going. Our brand is now part of an architecture that is fit for a growing, innovative business. 

“The brand may look different, our business may have grown, and our service capabilities increased, but our people, the fundamental heart of our business, haven’t changed – we are all still here, and dedicated to helping our clients achieve their goals.” 

Douglas Martin, AAB Group Chief Commercial Officer, added: “One of the key drivers for our merger with Sagars was our shared passion for supporting clients and team members alike, and we have been on a fantastic journey since the business joined the group.  

“Rebranding Sagars enables us to visibly showcase our aligned ways of thinking and working. The approach we have taken here cements the key role the Sagars continues to play in the overall group’s growth journey, whilst enabling us to continue to focus on building strong regional hubs across UK, island of Ireland and USA.” 

“We have no doubt that this change will be a catalyst for Sagars to support an even wider range of SME and enterprise clients in Leeds, across Yorkshire and even further afield. Indeed we are planning to recruit additional team members this year to support this ongoing growth.”  

The Sagars rebrand takes effect from today (Wednesday 4 October 2023), and has been rolled out across the business website, social media platform and office.