Gumtree is trying to be less Australian

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On Monday, as I went to place an ad, I noticed that Gumtree has changed its look and feel.

Take a look at the site yourself and you’ll see the logo and homepage has been refreshed.


And the reason for the change seems to be that eBay owned Gumtree doesn’t think it’s doing well enough. And it could be considered too Australian.

Hannah Wilson, Gumtree’s head of marketing says: “Everywhere else in the world that has a classifieds site in a developed ecommerce market, those sites are among the top 10 in the country. We just weren’t seeing that in the U.K. We’ve got 15.3 million customers every month, but our ambitions are a lot bigger than that — we want to be a brand that everyone is using. Having what some consumers see as an iconic Australian logo causes confusion about who we were and what we were doing. While that logo was perfect for the brand 15 years ago, it definitely didn’t represent who we are today.”

I rather think that anything called Gumtree is always going to be considered ever so slightly Australian. But I’m equally unsure that that matters a jot. It’s always worked for me.

But if there are greater ecommerce plans in the pipeline, that would be interesting. We look forward to hearing more.


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