While Berghaus were keen to demonstrate that the decision was made as part of a long term plan to compete both in the UK and globally as a complete head to toe brand it was also apparent that recent investment in the Brasher brand had not given the expected returns. Berghaus hope that combining the Uk market's  leading ranges of both leather and fabric boots under a single brand name will put them in a position where they compete against other companies rather than against each other.

There's no doubt that the decision to drop an iconic British brand will cause controversy with Cameron McNeish, Chris Townsend and Ed Douglas already describing it as "sad". Berghaus have confirmed that for 3 years the Brasher name will appear on sales tickets alongside Berghaus, though not as prominently, Sources close to Berghaus also suggest that although there are no present plans for using the Brasher name the brand name will be retained and "it's not the last you'll hear of Brasher".