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Electra Partners turns to Greek mythology for new name

London-based private equity firm rebrands after losing exclusive relationship with longstanding investor Electra Private Equity

Iris, daughter of Electra, appearing to Turnus
Iris, daughter of Electra, appearing to Turnus Photo: iStockPhoto

London-based private equity firm Electra Partners has rebranded itself as Epiris just weeks after it lost its largest investor Electra Private Equity.

The name change, which reflects "its future and its independence from Electra Private Equity", is a combination of 'EP', Electra Partners' initials, and 'Iris', Electra's daughter in Greek mythology, managing partner Alex Fortescue said in a statement.

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