Skip to content
Store

Elms is Becoming ID UNLIMITED UK

Written by Alec Ogden

5th November 2025

Back to updates
Image showing the new ID UNLIMITED UK logo which Elms is becoming

We’re excited to share some big news: Elms is changing its name to ID UNLIMITED UK as of December 8, 2025. This isn’t just a new name – it’s a bold step forward that reflects who we are today and where we’re headed.

Why the Change?

For decades, Elms has been a trusted partner in delivering textile solutions to elite sports, and since 2016, we’ve done that as part of the Flexdev Group.

Now, we’re highlighting our group unity by moving forward with a single name for all licensed textile specialists – ID UNLIMITED – with the group name becoming the ID UNLIMITED GROUP.

This move strengthens our position as the leading name in personalisation and gives our clients access to a truly international network of expertise.

What Does This Mean for You?

While our name and branding will look different, our commitment to you remains exactly the same. You’ll still work with the same dedicated team, receive the same outstanding service, and enjoy the same innovative solutions you’ve come to expect.

Here’s what you can expect:

  • New Website URL: From December 8, our website will be www.id-unlimited.co.uk. Don’t worry—our old URL will still get you to the right place.
  • Same Login Information: Although our store URL will become store.id-unlimited.co.uk , your login information will not change.
  • Fresh Look: You’ll notice updated branding across our webstore, social media, and packaging, with further branding changes expected over the coming months.
  • Updated Email Addresses: Our team will now use @id-unlimited.co.uk addresses for correspondence.
  • Same Banking Details: Invoices will continue to be paid to Elms Marketing Ltd.

Part of Something Bigger

This rebrand brings us closer to our European family:

  • Sporting ID → ID UNLIMITED IRELAND
  • Monblason → ID UNLIMITED FRANCE
  • Stilscreen → ID UNLIMITED ITALY
  • Anyeron → ID UNLIMITED SPAIN

Together, we’re creating a stronger, more connected network to better serve you.

Looking Ahead

We’re confident this change will open new opportunities for innovation and collaboration. Our goal is simple: to keep disruption to a minimum while delivering even more value to you.

Thank you for your continued trust and partnership. Here’s to an exciting new chapter as ID UNLIMITED UK.