Gerson Relocation Brand Guidelines: Formerly Michael Gerson Ltd, Since 1961, Now in AGM Group

A mover named after a man.

Gerson Relocation is a British corporate relocation company that dates itself to 1961. Its website says it “has managed corporate moves and global mobility programmes since 1961,” and a company announcement from September 2016 describes it as “formerly Michael Gerson Ltd,” a business that had served corporate clients since that year. The same announcement quotes Michael Gerson as the company’s ex-chairman, and a 2016 company blog post credits him with the company’s service ethic.

The company register traces the more recent names. Companies House lists Gerson Relocation Limited as an active private company, incorporated in November 2008, with its registered office in Potters Bar, Hertfordshire, on the northern edge of London. Its earlier names were Michael Gerson Limited, from December 2008 to September 2009, and ICM Gerson Limited, from September 2009 to October 2013, after which it took its present name. A separate company once called Michael Gerson Relocation was renamed and later dissolved, in February 2012, the register shows.

The renaming is a brand story in itself. For decades the business carried Michael Gerson’s full name; the current mark keeps only the surname and adds the word that describes the work. In February 2016 a company blog post said Gerson had “recently re-branded to Gerson Relocation,” while presenting its roots as “one of London’s most well-established” providers of corporate relocation, by its own description.

From family name to group brand.

The same 2016 post shows how the company used its past. It published a picture of a horse-drawn pantechnicon, a tall furniture-removal van, painted in Michael Gerson livery. The company said the vehicle was built in 1902 by Purdey’s of Nine Elms, shown at a New Year’s Day parade in London, later restored and used for a local move in 1985, and kept on a farm alongside Michael Gerson’s 1945 Morris Commercial lorry. The vehicle predates the 1961 date the company gives for its own start; what links it to Gerson is the livery.

Ownership changed in 2016. A company announcement said that from 14 October 2016 Gerson Relocation, Abels Moving Services and Momentous Relocation had been merged under common ownership, combining three moving and relocation brands. Gerson now says it has been part of the AGM Group since 2016; the group’s own website says AGM Group was “formed in 2017.” Companies House records the corporate steps: Momentous Relocation Limited held control of Gerson Relocation Limited from March 2021, and AGM Relocation Limited has done so since June 2022.

AGM Relocation Ltd describes itself as the parent company of a set of moving brands, among them Bishop’s Move, Abels Moving Services, Momentous and a sister brand for private international moves, GMS – Gerson Moving Services. The group says it is responsible for strategy, risk, governance and compliance, leaving each brand to concentrate on its own services. Within that group, Gerson is the brand aimed at employers: AGM describes it as managing mobility programmes for multinational corporations.

The company has also expanded abroad. On 10 November 2020 Gerson Relocation announced that it had acquired the business and assets of Dijkshoorn Euromovers B.V., a Dutch moving company it said was established in 1952, and that a new Gerson Relocation B.V. in Rotterdam would serve moves to, from and within the European Union. The announcement said service to Dijkshoorn’s clients would continue under the arrangement.

Design and documentation.

Moving and relocation companies present themselves in two registers at once. One is physical: vans, trailers, crates and containers that carry a company’s name along streets and across borders. The other is corporate: service pages, client portals, apps and reports written for the human-resources and mobility teams that commission employee moves.

Livery is the older of the two. American van-line names such as Allied and North American date from 1928 and 1933, according to English Wikipedia, and groups that later bought them have kept those names in use: SIRVA, formed in 1998 and 1999, still lists Allied and northAmerican as brands in their own right on its website. Crate and container work shows up in the service lists themselves: SIRVA’s website menus separate household-goods, commercial and specialty moving, and a May 2026 Cartus release lists fine-art wrapping and transportation, temperature-controlled wine shipping and pet transportation among the services of its executive programme.

The corporate side is mostly software and programme names. Cartus lists its CartusMobile app and its MovePro360 hub in its own timeline, and SIRVA lists a technology platform, Connect+, beside its relocation services; both describe home sale and purchase, temporary housing, immigration and destination support as parts of one managed programme for an employer.

Corporate pages carry the rest of the story: networks of agents and partners, owners, offices and depots, and the countries served. Those figures change with each acquisition, merger or refinancing, so this guide gives them only with the date and the source that reported them, and marks clearly what rests on a company’s own word.

A London name with a long livery.

Today the brand speaks mainly to human-resources and procurement teams. Its website offers programme management, move management, expense management, destination services and policy “bundles” for assignments of different lengths, and it says it carries out the physical household move itself rather than handing it to a third party — a distinction it makes central to its pitch. It names a single technology platform, MAI, for employers, assignees and suppliers.

Its credentials are set out as the company states them. Gerson says it holds FIDI FAIM Plus certification, audited by EY, is a full corporate member of the BAR Overseas Group of the British Association of Removers, and belongs to Worldwide ERC. It says it works through a network of vetted partners in more than 180 countries, and its 2016 announcement said it had received the Queen’s Award for Export. Its website address is gersonrelocation.com, and its pages carry the AGM Group name alongside its own.

The site also keeps a door open for private customers. A section headed “I am moving” offers international removals, video move surveys, shipment tracking and country guides, and the company publishes case studies of moves from the UK to cities including Boston, Cape Town, Kuala Lumpur and Sydney. Within AGM, private international moves also have their own label, Gerson Moving Services; Companies House lists a Gerson Moving Services Limited, incorporated in August 2005, at the same Potters Bar office. The Gerson name therefore now covers two audiences — employers buying relocation programmes, and households moving abroad on their own account.

For a design guide, Gerson Relocation shows how a mover can shorten a person’s name into a corporate brand while keeping an old livery as its proof of heritage. Compare Bishop’s Move, a British mover in the same AGM Group, and Pickfords, another British removals name with a long history. For this guide we use an ink green, a maroon and a brass with a serif, an unofficial interpretation; no product or logo is reproduced.

Keep Gerson Relocation’s identity on hand — save it to a board in the Made Good inspiration library.