Abstract : Distro or clothing company is a distribution store or distribution outlet that functions to receive deposits from various local clothing company brands that produce their own products (tshirts, bags, wallets, jackets, etc.). The advantage of the distribution is the exclusivity of its products, in addition to low prices and designs that feature a lot of symbols of freedom, so that they can truly win the hearts of young people. Not to mention the colors and designs that are always up to date and fresh. Niion is a local brand from Bandung, which was initiated by PT Niion Indonesia Utama, which was established in 2013. The company produces bags that are simple, easy to carry everywhere and have a unique shape. The name Niion is taken from the words "Nylon" and "Neon". As the name implies, these bags are made of Nylon Polyster with bright colors that characterize the product. Rebranding is an attempt to build a new name that presents a change in the position of a brand from the previous brand in the minds of stakeholders and makes a unique identity that is more different from competitors (Muzellec, et al. 2003: 32). The rebranding strategy is an effort or effort made by a company or institution to totally change or renew a brand image that has become better by not ignoring the company's initial goal of being profit-oriented. The method used in this research is a qualitative method with a case study approach. Data collection methods used in this study were interviews, non-participant observation, literature study and documentation. The data obtained were then analyzed using source triangulation and theory triangulation.Keywords : Keywords: Rebranding, Niion, Strategy