Humberts has announced a change in direction, away from the rural sector.

It will not, however, be changing its rural-looking logo which includes the wording “part of the landscape since 1842”.

The firm said: “By consolidating the existing business which has now moved away from the rural sector, Humberts has attracted significant investment from a Gulf consortium whose aim is to strengthen the brand via traditional expansion and investment in technology.”

Humberts has also appointed a new chairman, chartered surveyor Peter Goldsmith, who has worked for the Mercantile Group for over ten years, during which it has been an investor in Humberts. Goldsmith successfully floated his own property business, Sinclair Goldsmith, on the stock exchange back in the eighties, and has also previously been a director of Chestertons.

Goldsmith said: “Humberts is at a very exciting point in its journey. The industry is evolving and our aim is to position ourselves at the forefront of the changes and become an agency leader.”

Ian Westerling, managing director of Humberts, said: “Humberts has secured major investment due to both its heritage and current size.

“We’ve spent the last three years consolidating our existing offerings and we’re now looking forward to implementing a strategy which will both set us apart and position us as a pioneer within the industry.”