FirstGroup Expands Coach Portfolio with Wilfreda Beehive Acquisition

FirstGroup has strengthened its presence in the UK coach sector with the acquisition of Wilfreda Luxury Coaches Limited, which operates under the Wilfreda Beehive name from its base in Adwick le Street, near Doncaster.

The company will now operate as part of First Bus, aligning with FirstGroup’s wider strategy to grow a diverse and high-quality coach portfolio. The move also supports its aim to expand in key markets by investing in established businesses with strong track records and experienced teams.

Founded in 1949, Wilfreda Beehive runs a fleet of 45 vehicles and employs 61 staff. Its services include private hire, school transport, workplace shuttle contracts, and a well-established holiday programme offering trips across the UK, Ireland and Europe, as well as short breaks and seasonal tours.

Following the acquisition, all employees will remain with the business, and existing services, customer bookings and contracts will continue without disruption.

Phil Haxby, director at Wilfreda Beehive, reflected on the company’s long history and future plans. He highlighted the business’s 75-year legacy of delivering reliable, high-quality service, crediting its success to strong family foundations and a dedicated team. He added that joining First Bus marks the beginning of a new phase, allowing the company to retain its identity while benefiting from the resources and expertise of a national operator.

Haxby also emphasised that the move offers long-term stability for customers, staff and partners, while opening up opportunities to grow the holiday side of the business and expand operations further.

Andrew Jarvis, Managing Director for First Bus Business and Coach, said the acquisition aligns with FirstGroup’s ambition to build a broader and more resilient coach network. He described Wilfreda Beehive as a respected operator with a loyal customer base and a strong holiday offering that complements existing services.

He welcomed the team into the group and expressed confidence in supporting the company’s continued development.

This latest deal follows a series of acquisitions by FirstGroup over the past two years, including Anderson Travel, Eagle Coaches, Hills Coaches, J&B Travel, Lakeside Group, Matthews Coaches, Tetley’s Coaches and York Pullman.

Jarvis added that the company will continue to pursue opportunities that align with its long-term growth strategy.