It is an approach the management team believes will build on a 40 per cent sales increase over the last year.
Managing director Julian Windsor said: "We’ve been talking to the market for 18 months about the future and recognised the need to move away from the old name and create a new brand that combines style with substance, providing attractive, high quality outdoor furniture.
"Supremo will be the umbrella brand for the company’s range of products and paves the way for the launch of a number of consumer facing brands under the strapline ‘the essence of style’.
"The first will be ‘Leisure’, the company’s core business and covering outdoor furniture. This will be followed by the introduction of additional lines over the next twelve months."
Based out of its head office and distribution centre in Telford, Supremo will offer buyers over 60 different configurations of outdoor furniture including chairs, tables, hammocks, loungers, parasols and accessories.The new website is: www.supremouk.com