
Called Hot BLack Dessiato. Mawife and his ex (deceased) found it.
( ,
Mon 18 Jun 2007, 11:45,
archived)

If I owned a shop I'd be very tempted to Pratchett the name up a bit.
( ,
Mon 18 Jun 2007, 11:48,
archived)

also from wiki:
The character is named after an estate agency based in Islington, with branches throughout North London; Adams said he was struggling to find a name for the character and, spotting a Hotblack Desiato sign, liked the name so much he "nearly crashed the car" and eventually telephoned to ask permission to use the firm's name for a character. Apparently, the firm's staff later received phone calls telling them they had a nerve naming their company after Adams' character.
( ,
Mon 18 Jun 2007, 11:48,
archived)
The character is named after an estate agency based in Islington, with branches throughout North London; Adams said he was struggling to find a name for the character and, spotting a Hotblack Desiato sign, liked the name so much he "nearly crashed the car" and eventually telephoned to ask permission to use the firm's name for a character. Apparently, the firm's staff later received phone calls telling them they had a nerve naming their company after Adams' character.