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DBS to renamed Goffs UK
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DBS to renamed Goffs UK
on 12 February 2016
Rebrand is next step in merger process which began in 2007

A NEW name will conduct sales from April this year as Doncaster Bloodstock Sales Ltd, known universally as DBS in recent years, will be renamed Goffs UK Ltd. The change comes nine years after the merger of Goffs and DBS in 2007 and is seen as a natural progression by those connected with both Goffs and DBS.

The rebrand will further strengthen ties between the two companies while continuing to develop the Goffs brand and its global presence in what is the 150th year since Robert J. Goff was appointed as the official auctioneer to the Turf Club in Ireland.


Since the merger of the two companies in 2007, Goffs and DBS have integrated a number of areas such as the auctioneers’ panels, client accounts and conditions of sale, whilst the management teams on both sides of the Irish Sea have continued to promote and run the sales in each location under the direction of Goffs chief executive Henry Beeby who remained as DBS managing director.

Both entities ultimately report into the Robert J. Goff & Co plc Board which is chaired by Eimear Mulhern and the move to rebrand DBS to Goffs UK is seen as another positive step that strengthens both Goffs and DBS.

The first sale to be conducted by Goffs UK will be the Aintree Sale on April 7th whilst the first catalogue to be published with the new logo will be for the Goffs UK Breeze-Up Sale which will be printed on February 17th.

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