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Anchor gives Hanover the heave-ho from trading name

Anchor, England’s largest not-for-profit provider of housing and care to older people, has dropped Hanover from its trading name for all its services.

Previously, Anchor was used for the organisation’s 114-home care home business, which employs the majority of its more than 9,000 colleagues, while Anchor Hanover was used for its retirement housing.

While the organisation’s legal name remains Anchor Hanover Group, the trading name becomes Anchor for all services across the organisation, which has almost 1,700 locations and operates in more than 85 per cent of local councils in England.

The organisation, which has roots dating back almost 60 years, became Anchor Hanover in 2018 with the merger of Anchor Trust and Hanover Housing Association.

Many of its individual developments have Hanover in the names of their locations and there are no plans for these to change.

“A single name makes it clearer for residents and stakeholders that we offer a joined-up range of housing, care and support services for people in later life. It’s more cost-effective for marketing and recruitment and I hope it also helps encourage colleagues to build their careers across the organisation,” said Anchor chief executive Jane Ashcroft CBE.

“There is no impact on residents or suppliers and no costs related to the name change will be passed on to residents,” she added.

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