Article Date 08/11/2019

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Second Cup to change corporate name to Aegis Brands in bid to start new growth phase

Source Cision Newswire




The Second Cup Ltd. announced today that it intends to implement a new operating structure in support of its new strategy. Subject to TSX and shareholder approval, the existing public company will change its name to Aegis Brands Inc. which will own and operate the existing Second Cup Coffee Co. specialty coffee business as part of a portfolio of brands. Steven Pelton, President and CEO of Second Cup, will assume the role of CEO of Aegis Brands. 


The Company intends to contribute the existing Second Cup Coffee Co. business to a wholly-owned subsidiary in the new year.  Although Second Cup is the only brand under the Aegis umbrella as of today, Pelton confirmed that the Company is actively seeking acquisitions with a focus on the sectors the Company knows best: foodservice, coffee and cannabis.

The word Aegis means "to sponsor", "to support" or "to protect", a reflection of the benefits that the parent company structure will offer to the brands that operate under it.

In addition to assuming the leadership of Aegis Brands, Pelton will also maintain his role as President of Second Cup. Second Cup Chief Financial Officer Ba Linh Le will become the Chief Financial Officer for the parent company.






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