The new company, Goodman Baylis, will be based at Ebenezer Baylis Worcester site, just off the M5. Most of John Goodmans staff will transfer from Birmingham, maintaining a workforce of around 150.

A spokesman for Goodman Baylis said it had taken the opportunity to upgrade finishing kit, as well as investing in a new 10-colour Heidelberg press from the proceeds of selling its Birmingham site to development agency Advantage West Midlands.

The Worcester site has more capacity and room to expand than Birmingham. But, traditionally, both firms are strong in the Midlands and the South rather than the North. And the M5 provides easy access to areas like Bristol and London, he said.

John Goodman managing director Clive Parkes is now chairman and Ian Cranston, managing director of Ebenezer Baylis, will remain in that role for the merged firm.

Coming from very different cultures, we have a combination of strengths we can offer and a range of capability that will see us offering competitive options to virtually any print buyer in the country, said Parkes.

The name change comes into effect as of 1 September and the refurbished and upgraded Worcester site will be officially opened in November.