The deal, completed on Friday (14 December), also sees BaxterStorey’s parent company WSH add deli operator Benugo to its stable of niche food service operations.
Benugo will continue to trade under it’s own name, however, Holroyd Howe will operate as BaxterStorey from the New Year.
While William Baxter, BaxterStorey’s deputy chief executive, would not be drawn on the value of the deal, he did confirm that the acquisition of Holroyd Howe took the combined operation’s turnover to £178m a year.
Nick Howe and Rick Holroyd will be based at BaxterStorey’s head office in Reading, while Benugo founders Ben and Hugo Warner will retain their London-based offices.
Baxter said: “The retail side of Benugo gives us a new string to our bow and this acquisition also gets us in to the venues market. While we have one or two units in retail, we have grey areas that we want to develop and this is an excellent opportunity.”
Alastair Storey, chief executive of BaxterStorey, said: “Holroyd Howe represents a great fit with our business. Their operating ethos closely matches ours making it a natural step for the enlarged business to continue focusing on our signature fresh food, great service, great people approach. Importantly we now have greater scale and a deeper footprint across the UK.”
Holroyd, joint managing director of Holroyd Howe, said: “The combined force of our technical, commercial, culinary and service flair presents a tremendous opportunity for an independent business to have the operational ability of a multinational, while providing our clients with a service that is led personally by the company’s owners.”
Holroyd Howe was founded in 1997 and has annual turnover of £45m.
Benugo has five high street retail units across London including its most recent opening at St Pancras Station. It also operates a corporate buildings business in office premises and leading venues including the V&A Museum.
By Amanda Afiya
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