Brandt UK, which markets the De Dietrich and Fagor brands in this country, has changed its company name to De Dietrich Kitchen Appliances Ltd.

The company says the new company name is an indication of the improved marketing and communication strategy for the business.

Brandt UK's parent company, fifth largest appliance manufacturer in Europe the Fagor Group, says the name change will highlight the De Dietrich brands' importance in the UK.

Richard Walker, sales and marketing director for De Dietrich, said: "The UK market has always been key for the De Dietrich brand. Following the successful launch of our new 2008 collections and the opening of our state-of-the-art showroom, it has been our desire to reflect the strength of the De Dietrich brand by incorporating it as our company name.

"In logistical terms, the name change also makes real sense. Since the incorporation into the Fagor organisation, the UK business has undergone a complete change in terms of brand portfolio, product range, operations, logistics, service and management structure. The new name acts as recognition of this new trading format and the new business."

Walker said that for trade partners and consumers the new company name will save confusion as the company was trading under various titles which made no reference to its strongest asset - De Dietrich.

"De Dietrich is one of the oldest brands in the world and after 324 years its title still belongs to the De Dietrich family," Walker said. "From this vast heritage comes years of manufacturing expertise, immense pride and many historic partnerships with companies like Bugatti; where De Dietrich worked on the development of their early car designs.

"At a time when the company continues to buck trends and is trading successfully, with an increase of 14% year on year, we are delighted to announce our new company name as we look forward to a year of growth trading as De Dietrich Kitchen Appliances Ltd."