The MPD Group, the owner of comparison site My Parcel Delivery, has announced a rebrand as it vows to address what it calls the industry’s “delivery experience gap”.

The Manchester-headquartered company, founded in 2010 by David Grimes and aiming by the end of this year to be operational in 19 countries, 12 languages and nine currencies, has rebranded to Sorted.Group.

The new portfolio of brands include Sorted, a new app launching later this year, Sorted.Pro (formerly Electio), Sorted.Hero (formerly Basket Hero) and MyParcelDelivery.com.

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And Grimes said the company would now be looking to address a shortfall in service received by customers across the delivery industry.

He said: “Today’s consumer is used to being able to order a taxi, find love, rent a house in a foreign country and listen to whatever music they want with the swipe of a finger.

“So, why can’t they get their parcel redirected to work instead of their home, an hour before it’s due, simply at the touch of a button? The delivery industry hasn’t nailed this level of simplicity when it comes to the delivery experience.

“That is until now. At Sorted.Group we are harnessing and developing tech to embrace this change and give customers what they want, control.”

Grimes said the company’s new app would make retail delivery a “customisable and customer-centric event”.

On the rebrand, Grimes added: “We think Sorted, alongside our new ‘Hand of Good’ logo, is a powerful, positive name that embodies our passion, our efficiency and our Manchester roots.”

The company raised £3.5m over two rounds of funding in 2014 and 2015.