Staffordshire engineering and manufacturing business Bri-Stor Group will now be known as The HEX Group following a major rebrand.
The group – which includes Bri-Stor Systems, Alpha Manufacturing, Atlas Coatings, Hex Graphics and HEX Living – has officially changed its name to 'better reflect' the business.
The move comes after the Hixon-based group launched its Alpha Manufacturing Chemical Technologies business in 2021 and leisure and garden products manufacturer HEX Living earlier this year.
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Martin Smith, CEO of The HEX Group, has led the development of the new brand.
He said: "The Bri-Stor Group has stood for world-class engineering and manufacturing for almost 40 years, and I am proud of our achievements.
"From its inception, our family values have underpinned the success of our business, resulting in long-term trusted partnerships and today, we continue to form strong alliances in new and exciting markets."
He added: "This is more than a name change. It's our opportunity to present to the market a new and reinvigorated strategy that better reflects the breadth and diversity of our total group offer.
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"For those familiar with the Bri-Stor Group, the hexagon shape has always formed part of our brand story, so it seemed fitting that we bring it to the fore and not lose sight of how it all began.
"These are incredibly exciting times for the business and as we continue to grow and extend our market presence, we create more jobs and further contribute to the wider economic prosperity of the region."
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The five trading divisions of The HEX Group remain central to the commercial output of the business, but now the company is formally launching a sixth component – HEX Careers.
With a renowned apprenticeship and higher apprenticeship programme in its 12th year, the group is focussed on a wider ‘people development strategy’ which includes several new initiatives including The HEX Group Accelerate Programme.
Martin said: "We have always placed a great deal of emphasis on the development of young people seeking a career in engineering and manufacturing and last year, we further enhanced our apprenticeship programme with the launch of nine higher apprenticeships.
"As we continue to grow the group, we recognise more than ever that we need to give the wider team every opportunity to enhance their career with both formal and informal education and training.
"I want The HEX Group to be a business that people aspire to join and in doing so we reinforce 'family' as the central value that will continue to drive our great business forward."