The firm behind Macau’s coming The 13 luxury hotel has announced that it intends to ask shareholders for permission to change its official name from The 13 Holdings Limited to the less numerical South Shore Holdings Limited.

The 13 Holdings Limited used a Wednesday statement to the Hong Kong Stock Exchange (pdf) to explain that the proposed name-change will allow it to better delineate its corporate identity from that of its principal asset, which is now scheduled to open on the border between the Cotai and Coloane districts of Macau before the end of April offering some 200 opulent hotel rooms.

“Accordingly, the board is of the opinion that the proposed change of company name is in the interests of the company and the shareholders of the company as a whole,” read the statement from The 13 Holdings Limited, which was known as Louis XIII Holdings Limited until a similar 2016 rebranding exercise.

The filing from The 13 Holdings Limited additionally explained that the proposed name-change will have no impact on its business operations or financial position while it moreover declared that any ‘certificates of securities’ issued under its current moniker are to remain valid should shareholders approve the alteration.

“All existing certificates of securities of the company in issue bearing the existing name of the company will, after the proposed change of company name becoming effective, continue to be evidence of title to such securities and the existing share certificates will continue to be valid for trading, settlement, registration and delivery purposes,” read the statement from The 13 Holdings Limited. “Upon the proposed change of company name becoming effective, new certificates of securities of the company will be issued under the company’s new name.”