Through merger and partnership, its name changed several times before becoming Coulls, Culling & Co. Ltd., a name under which it traded from 1902 until 1922.<ref name="Hocken">"Business series 2a: Manufacturing," Friends of the Hocken Bulletin 53, April 2006. Retrieved 20 July 2013.</ref> The Culling in the company's name was Thomas Culling, regarded as the 'father of printing in Otago', whose business work extended to the founding of several newspapers, notably the Otago Witness.
The firm underwent a series of changes through acquisition and alliance before becoming Coulls, Culling & Co. Ltd., a name it used from 1902 until 1922.<ref name="Hocken">"Business series 2a: Manufacturing," Friends of the Hocken Bulletin 53, April 2006. Retrieved 20 July 2013.</ref> Thomas Culling's business legacy was marked by his role as the 'father of printing in Otago', and he played a key part in establishing several notable newspapers, including the Otago Witness.