The Concerto Group has acquired events organiser JD Parties for an undisclosed sum as part of the company's strategy to take the London-focused business national.
Effective 1 July, the deal allowed Concerto to establish a presence in Birmingham, Liverpool and Manchester under the new brand JD Concerto.
JD Parties, an established regional player, has more than 20 years' experience of running Christmas parties and events at key venues including Tatton Park near Manchester, Knowsley Park near Liverpool and the ICC in Birmingham.
All three venues have a seated capacity of 1,200 guests. In 2012 JD hosted parties for 30,000 guests.
Teresa-Anne Dunleavy , chief executive of Concerto, said: "Both culturally and strategically, JD is a natural fit for us. They are well established in the regions with a strong customer base who return year after year, due largely to the quality of JD's offering.
"Strategically, it allows Concerto to open up new opportunities beyond London which are central to our longer term growth strategy. We are very pleased with the alliance."
Guy Rodger, founding shareholder in Concerto Group, will work closely with JD managing director Andrew Gentles on the new venture.