FirstGroup expands UK coach portfolio with acquisition of Wilfreda Beehive
FirstGroup has acquired Wilfreda Luxury Coaches Limited, trading as Wilfreda Beehive bases in Adwick le Street near Doncaster, further strengthening its position in the UK coach market and expanding the breadth of its customer proposition.
The business will be operated by First Bus and forms part of the Group’s strategy to grow a high-quality, diversified coach portfolio and expand its operational footprint and contract portfolio in key markets through targeted investment in well-run businesses with strong reputations and experienced teams.
Wilfreda Beehive, founded in 1949, operates a fleet of 45 vehicles and employs 61 people. The business offers private hire, school contracts, contracted workplace shuttle services and a long-established holiday programme, providing a broad range of UK, Irish and European tours, short breaks and seasonal trips.
All employees will continue to work for the business under First Bus ownership, and all existing services, contracts and bookings will continue unchanged.
Phil Haxby, Director from Wilfreda Beehive, said: “Wilfreda Beehive has been proudly serving customers for more than 75 years, building a strong reputation for quality, reliability and personal services. My brother Nigel and I have our parents to thank for establishing a unique brand that, together with our fantastic long serving team, we have been able to grow to the company it is today.
“We now embark on an exciting new chapter by joining First Bus, which allows us to protect what makes Wilfreda Beehive special, while benefiting from the scale, investment and expertise of a national operator, and very much look forward to the challenges ahead in taking the business to the next level.
“Most importantly, it provides reassurance for our customers, colleagues and partners that we have a strong, long-term future, with new opportunities to significantly grow our holiday programme and expand our operations.”
Andrew Jarvis, Managing Director for First Bus Business and Coach, said: “This acquisition supports our ambition to grow a strong, diversified coach portfolio while expanding our operational footprint in key markets.
“Wilfreda Beehive is a highly respected operator with a loyal customer base, experienced team and a well-established holiday offering that complements our existing coach operations. We’re delighted to welcome the whole team into the FirstGroup coach portfolio and look forward to supporting the business in its next phase of growth.”
Over the past two years, FirstGroup has completed a number of coach business acquisitions, including Anderson Travel, Eagle Coaches, Hills Coaches, J&B Travel, Lakeside Group, Matthews Coaches, Tetley’s Coaches and York Pullman.
Jarvis concluded: “We will continue to look for opportunities that are a strong strategic fit and support our long-term growth ambitions.”