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NEW YORK CITY—The real estate businesses associated with the Malkin family have been renamed as part of a comprehensive rebranding program, chairman Peter L. Malkin and president Anthony E. Malkin announced Monday. In a release, Anthony Malkin says the rebranding was intended to establish a more clearly defined identity.

The new names included in the rebranding program are: Malkin Properties LLC and its affiliates, formerly W&M Properties; Malkin Securities Corp., formerly Wien & Malkin Securities Corp.; Malkin Construction Corp., formerly W&M Construction Corp.; and Malkin Holdings LLC, formerly known as Wien & Malkin LLC, which serves as the supervisory entity for the property syndications led by the Malkins. The firm’s pooled investment programs, which include Strategic Capital, Industrial Partners and Co-Investor Capital, also will reflect the company-wide name changes. However, for the time being, the W&H Properties portfolio of prewar trophy office properties, including the Empire State Building, will continue operating under that name, the release states.

“We had found that the diversity of entity names sometimes created confusion among our tenant, broker, lender and investor audiences,” Anthony Malkin says in the release. “But even though the company’s communications have a new look and bear slightly different names, nothing has changed. We are the same companies, delivering the same level of quality and service.”

Adds Peter Malkin in the release, “The legacy of Lawrence A. Wien, my father-in-law, and my 30-year-long partnership with him will always influence our thoughts and actions.” Wien originated the concept of real estate syndication in the 1930s, the release states.

The Malkin-led entities own approximately 11 million square feet of office property in the New York metro area, along with 1.8 million square feet of retail, 1.4 million square feet of warehouse/distribution and 2,700 multifamily units. Additionally, the Strategic Capital program actively originates mezzanine loans and preferred-equity investments nationwide. Altogether, the group has activities in 17 states.

The businesses’ new websites are live at www.malkinproperties.com, www.malkinconstruction.com and www.malkinsecurities.com.

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