Pall-Ex has signed its fourth European partner and launched its first all-new livery since Hilary Devey founded the pallet network in 1996.

The new principal national partner, which can't be named, will run Pall-Ex France as key-franchisee for the territory.

Pall-Ex France will have a central hub in the Orleans region of France, and the new partner plans to be up and running by the final quarter of this year.

The deal keeps Pall-Ex on course to realise its plan to build a one-stop- 15 country-strong, European pallet network by 2015 (MT 10 October).

The company has just begun a formal marketing push for the Pall-Ex Europe service, highlighting its ability to deliver to 38 European countries.

"Expanding into Europe is not being done for glory's sake," says Pall-Ex MD Adrian Russell. "It is about providing the ability to sell simply and cost effectively [across Europe] for our membership."

The new livery, and wider corporate identity refresh, is the first major change since the company was set up, with its original design having been "tweaked" over the years.

"Our current livery has served us well, but the market has matured and moved on along way since we started," says Russell. "We wanted a bold new look that makes an impact, and livery remains key to achieving this [promoting the company's image]."