Blokker Holding renamed to Mirage Retail to avoid confusion

The Dutch Blokker Holding has adopted a new name: Mirage Retail Group. This kills two birds with one stone: it avoids confusion between the Holding and the eponymous store chain, and cuts the ties with the former owners.

Fata morgana

Under its new CEO Michiel Witteveen, the name of the founding Blokker family is removed in favour of Mirage: a remarkable choice, as this is the French word for “illusion” or “fata morgana”.

However, it was clear that the owner wanted to rename his holding, which includes not only the eponymous chain (still – by far – the major part of the Holding) but also the Big Bazar discount chain. The newly named group also moves its headquarters to Amsterdam.