The company was reincorporated as Pictology Ltd, but carried on trading as Swaine Adeney Brigg. The financial challenges were not over, however, for the firm was running at annual losses of more than £3 million even as it went through various chairmanships. First came Anthony Tryon, 3rd Baron Tryon as successor to Robert Adeney; he was followed by Rohan Courtney in 1993–4; and then John de Bruyne, the Cambridge entrepreneur, who had grand ideas of making the company into a British Hermès or Gucci. De Bruyne achieved big savings by moving the shop from Piccadilly to cheaper premises in Old Bond Street. A further move took place in 1998 when the shop opened at 54 St James's Street, not far from where Brigg's old shop at No. 23 had been.