Rather than change its name for a fourth time in five years, the Barry Company, a 95-year-old independently-owned commercial real estate company in downtown Milwaukee, is changing its name from “DTZ Barry” back to its original “Barry.”
The rebranding also removes Barry from being affiliated with a national real estate company.
“We came to a point where we had a choice, to move in one direction or another, and we made the decision to rededicate ourselves to our core brand and our local affiliation,” said James T. Barry III, president of the Barry Company.
The Barry Company was the James T. Barry Company Colliers International. Then, after pressure from Colliers to give more prominence to the national brand, became Colliers Barry.
After Cassidy Turley broke away from Colliers in 2010, Barry became Cassidy Turley Barry and later DTZ Barry following the Cassidy Turley-DTZ merger.
In May, Cushman & Wakefield announced a merger with DTZ and James Barry learned the Cushman & Wakefield name would have to be used.
“The real estate industry is going in a direction where much larger national and international brand names are going to eventually dominate local brands,” Barry said. “We really did not want to lose our brand. The Barry name is what people have always known.”
Milwaukee-based Boerke Company, Inc., a Cushman & Wakefield Alliance member, will not be rebranding.
Barry has a long in southeast Wisconsin, completing transactions for high-profile clients including Harley-Davidson, Morgan Stanley Dean Witter and U.S. Bank.
Recently, the firm was involved in the land assemblage that resulted in the 165 acre, 1.5 million-square-foot development of the new Amazon distribution fulfillment center in Kenosha. The Barry Company is currently marketing the 220-acre OakView Business Park in Oak Creek.
