The merged Norton Rose Group will be the largest firm in the
Asia-Pacific region, and gives us access to an integrated network
of Norton Rose offices at 30 locations in 23 countries throughout
Australia, Asia, the UK, Europe and the Middle East. We are now
part of a major international law firm headquartered in London, but
with a strong presence in Europe, the Middle East and parts of
For our Australian franchising clients there will be very little
difference day to day. We will have a new colour scheme and the
Norton Rose name, but it will be the same people providing the same
service. We will of course have an enhanced capacity to provide
both from Australia and from our foreign offices advice and
assistance with international issues and transactions, and we also
expect management and resourcing efficiencies will flow through to
all clients due to our one firm philosophy.
This is a ground breaking development for an Australian law
firm, as this is more than just an international link-up. We are in
a business sense becoming part of one global firm. That means one
name, one brand, one consistent set of values and service standards
across the global network. This is a big deal for us, but we think
it is also a big deal for our clients. We see it as a critical step
to enable us to continue to be relevant to our clients over the
next 10 – 20 years. These days everyone operates
internationally – importing and exporting products,
selling on the internet or competing with firms located outside
Australia. And of course international economic and financial
markets have an impact on every business. More importantly in the
context of this deal everyone wants to tap into China, India and
the rest of Asia, the highest growth region in the world. That more
than anything has motivated our decision to seriously commit to the
We will be the first Australian firm to take such a bold step,
but we think it is important to deliver a consistently excellent
and integrated international legal service. In 2020 we believe
there might only be 10 major global law firms. We want to be one of
them. An Australian firm cannot go it alone internationally, so we
think we have found a great partner to help us and our clients.
Essentially our motivation has been to ensure we remain
genuinely relevant and properly resourced in Asia. The Australian
legal market is pretty mature, but there are massive opportunities
in the Asian region. Our clients are seeing this, and we want to be
in a position to provide the substantial support and resources they
need. When we spoke to our existing major clients they emphasised
the need to be truly one firm internationally, hence the bold step
we have taken to adopt a one firm philosophy from day one. That
means adopting the Norton Rose name immediately.
We are proud of how we have built Australia's leading
franchise law team under the Deacons name. We see this as the next
step in our development, and will be striving to ensure that the
name Norton Rose becomes just as synonymous with excellence in the
Australian franchise sector. If you would like more information on
the merger, or would like to discuss how your company can take
advantage of our enhanced resources, please contact any member of
our Retail, trade and distribution team.
The content of this article is intended to provide a general
guide to the subject matter. Specialist advice should be sought
about your specific circumstances.
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