In 1997 Gerry Ford led a small group of investors in the purchase of 5 central London shops with the name Caffe Nero from Ian Semp who established the name in 1990. Gerry Ford subsequently redesigned those units and founded the Caffè Nero brand as recognized today. At the same time the signature coffee house blend - Classico - was introduced, and has gone on to receive awards for its quality. The Classico blend is still served in every store today.