“At Jurni, we’re not just leasing vehicles, we’re re-imagining the entire experience. Through continuous innovation and an unrelenting focus on our customers’ needs, we’re committed to setting new industry standards ensuring every Jurni, whether personal or professional, is marked by excellence.”
THE Bridle Group has completely revamped its image and approach to market with a rebrand that includes a new name: Jurni.
All businesses that traded under their existing brands – such as Fulton Leasing – are included in what is a significant change in direction.
Even the holding company – previously Hanborough Enterprises – has been changed to Jurni Ltd to reflect the new branding.
The rebrand brings exciting opportunities and growth plans. We’ve taken a good look at ourselves and realised that we needed a new lease of life and a brand name and image that properly reflected the modern, innovative and exciting company that we now are. Our new branding echoes this and will be instantly recognisable.
The decision to aim for growth and an improved customer journey was taken at the beginning of 2023 with a realigned board and the objective of delivering any vehicle, anywhere, anytime, anyhow, under one new brand name. The rebrand to Jurni is the culmination of this work.
How the Jurni sub-brands will work
Jurni says it will trade under a number of specialist sub-brands to reflect the specialism in each area. These will be:
- Business Jurni,
- Flexi Jurni,
- Electric Jurni,
- Minibus Jurni
- Upkeep Jurni – Bridle’s previous service, maintenance and repair operation.
Jurni and its AR franchise operation
Bridle began its partner franchise operation in March 2020 which, says Jurni, has grown in size and strength. The franchise operation will now be called Partner Jurni.
Our partnerships with our people, our network, our suppliers and with our funders are key to our success in providing the best possible service and outcomes for our customers. What was the sleeping giant of Bridle has now awoken as we become Jurni, a brand to be proud of, a brand to be trusted, the brand that people want to do business with and the brand of choice.
Investment in tech and senior management
Jurni says it has strengthened its senior management team to support the company’s growth ambitions.
Recent appointments include head of group sales (Steve Lovesey), head of projects (Rebecca Daniel who joined from Tusker), head of marketing (to be announced) with a new head of group tactical sales joining next month.
We’ve invested in our technology, making significant improvements to our customer online journey and this will remain a work in progress as we continue to develop this. We’ve invested in new premises at Abingdon which gives us a 5,000sq ft sales centre, management suite and training academy. In January we’re opening a 2,500sq ft sales office in Chelmsford and we’re already looking at additional locations. Of course, this means that we’re also on a recruitment drive for quality people in all areas who are ready to join us and commence their career at Jurni.
A look back at Bridle Group
Bridle Group was originally established in 2010 in Oxfordshire with a model of acquisition alongside organic growth.
Between 2012 and 2021 the business acquired 15 established leasing brokers, including Fulton Leasing, Plan, Alternative Route and Kew Vehicle Leasing. In addition, the business acquired two specialist minibus companies and a fleet maintenance operation.
Initially the acquired brokers continued trading under their own brand names until a couple of years ago when some brands were amalgamated with Bridle Vehicle Leasing to become one of the largest leasing brokers in the sector.
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Ralph Morton is the leading journalist in the leasing broker sector and editor of Broker News, the website which provides information and news for BVRLA-registered leasing brokers. He also writes extensively on the fleet and leasing market in both the UK and Europe.
