Portmans prepares to rebrand

MELBOURNE: Womenswear label Portmans is gearing up for a rebranding exercise that looks set to include a new advertising strategy, updated logo, new brand imagery and fresh "face of" model identity. The Just Group-owned retailer is understood to be in talks with local advertising agencies with a view to setting a new direction for its campaigns.

Three Melbourne agencies are reportedly presenting their creative pitches to the retailer this Friday, October 17.

The brand is also understood to be on the look out for a new model to replace Miranda Kerr as the face of Portmans.

Portmans' brand overhaul follows Solomon Lew's Premier Investments hostile takeover of parent company Just Group, which de-listed from the ASX last month.