The Channel Island ‘Le Lievres’ brand is to be no more.
Le Lievres, which was established at its St Helier location in 1904 – and previously had outlets in Guernsey and St Brelade – was bought by popular department store, Voisins, in 2017.
It has continued to trade as Le Lievres but will soon be rebranded as ‘Voisins Home’.
The move follows a growing number of Jersey and Guernsey names disappearing from the high street, including Beghins and A Amy and Son. After 100 years, Jersey’s Pearce Jewellers is also set to close.
Gerald Voisin, owner of Voisins department store, said that it had become difficult to promote two brands, and it was a natural progression to change the name to that of the new owner.
Mr Voisin said that a plaque, subject to planning permission, would be added to the shopfront to acknowledge the name of Le Lievres.
