Whilst consolidation of manufacturing facilities makes perfect sense to reduce costs, the days of losing brand names such as Boss and Lansing are behind us I think.

Brand identity is an emotive subject in marketing and even reaching to customers. If a factory can produce a simple, low cost range and brand that same product using different identities and different methods of distribution then it makes perfect sense. There is one Company that makes a single product, use any combination of upto 5 brand names and use whichever names and distribution channels that are most appropriate to that particular country.

If two brands or channels clash over the same deal - what do the factories care? They will win either way.

My view is therefore a continued consolidation of manufacturing with more 'marriages of convenience' at production level and multi-brand at distribution level will be the way ahead.