CH&Co has entered into a new joint venture with high street café group Apostrophe, it was announced today.
The independent catering group has acquired a 50% stake in Apostrophe, as well as a master franchise agreement that will allow CH&Co to deliver the high street brand at its client sites, including visitor attractions and B&I.
Apostrophe launched in 2001, opening its first outlet in Shoreditch, East London. It now boasts a portfolio of 18 sites in central London, Heathrow and Gatwick.
Ch&CO chairman Tim Jones said that the decision to work with Apostrophe was motivated by the shared values of the two brands. "It has a good following and a recognisable identity that is very similar to ours in that it is an upmarket and quality brand," he explained.
"For us, it's always been about the quality of product and Apostrophe has the quality, consistency and innovation that is very closely associated with what we do away from the high street."
Amir Chen, chief executive of Apostrophe, added: "This joint venture gives Apostrophe the ability to grow into new markets, which were previously inaccessible. It also provides Apostrophe with additional fire power to expand its presence on the high street and underpins a focused and ambitious growth strategy for the future."
Two new Apostrophe outlets are expected to open in the City in early 2012.
CH&Co is no stranger to business collaborations. It is currently a member of the Mercury Alliance, which is made up of five specialist service providers that work together on facilities-led contract bids.
By Janie Stamford
E-mail your comments to Janie Stamford here.
If you have something to say on this story or anything else join the debate at Table Talk - Caterer's new networking forum. Go to www.catererandhotelkeeper.com/tabletalk
Looking for a new job? Find your next job here with Catererandhotelkeeper.com jobs