The new brand is a reference to the 16th century trade route used for the transfer of the precious stone from the North Sea to the Mediterranean. The rebrand follows an undisclosed investment from private equity house Endless in July 2017, which has enabled the business to further invest in technology.

Established in 1983, Amber Road is now one of UK’s top 25 TMCs. The firm has around 125 staff based at hubs in Manchester, Bristol and Leeds, and is led by Clive Wratten, previously with Etihad.

Wratten said: “The ‘Amber Road’ is the original business travel route, enabling traders to transfer a valuable commodity across Europe and to the wider world. The route provided people with the freedom to grow their own business – a message that resonates with us as a company today.

“We understand that no two businesses are alike, so when it comes to creating bespoke experiences for our clients, customer service has to be at the heart. Using their expertise, our travel professionals make the journey a part of the experience, creating memories that last far beyond the trip.

“Following our investment from Endless last year, this rebrand is a key foundation in our future growth strategy, and I look forward to working with the team to build on this in the coming months.”