Bellagio will use its biggest ever presence at Solex to launch a new brand identity designed specifically for the UK. Buyers will see the ‘Supremo’ brand for the first time, following a significant investment in development of the brand story, marketing material and online advertising campaigns. New software and systems will improve speed of response and customer service.

MD 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, paving the way for a number of consumer facing ranges under the strapline ‘The essence of style’. The first of these will be ‘Leisure’, the company’s core business, covering outdoor furniture. More lines will be added over the next year.