Are they trying to sound like a law firm?
Poor suckers at Sherry. Working for a private company to working for a large multinational. Rules to remember:
prepare for bureaucracy
don’t make waves
never forget: they don’t get to be big by being nice guys
“Let’s throw away years of accumulated brand equity! If it worked for Gunnes… Oh wait…”
Maybe the “exclusive affiliate” means the branding will be kept?