Officials with Dallas-based Staubach Retail Services in late January announced plans to rebrand the 22-year-old firm as SRS Real Estate Partners. The firm will continue to focus on representation of retail real estate clients. Roger Staubach will remain on the SRS Real Estate Partners board as well as an equity holder.

The name change comes about seven months after Jones Lang LaSalle purchased brokerage firm Staubach Co. in a $163 million deal. Spinoffs Staubach Retail and development firm Cypress Equities remained independent firms and were not acquired as part of that deal. The name change to SRS Real Estate Partners is designed to position the company for future growth in the real estate market and to provide clarity as to SRS's independence from Jones Lang LaSalle.

In conjunction with the rebranding, Staubach Retail President Clay Smith will be promoted to president and CEO of SRS Real Estate partners. Former Staubach Retail CEO Chris Maguire will continue to serve on the SRS Real Estate Partners board of directors and will be an equity holder in the firm. Maguire will also retain his position as CEO of Cypress Equities.

“We are proud of our heritage and legacy but now is the time to define ourselves as a separate real estate firm.” Smith said in a statement. “This is a mature company that is positioning itself for growth when the economy and real estate market rebound.”

Both firms will move their corporate headquarters to new offices in the Preston Center area of Dallas later this year.