Panache Cruises hits ‘huge milestone’ of £50m annual revenue

Panache Cruises has claimed its revenue has grown from £34.9 million to £50.1 million for the 12 months up to May 2026.

The luxury cruise specialist registered more than £1 million in Ebitda, a measure of profit, and upped its headcount from 72 to 110 in the same time period.

The Chorley-based company was founded in 2020 and chief executive James Cole has outlined the ambition to reach £300 million in revenue and become the world’s biggest retailer of luxury cruise by 2031.

In the past year the company has made several key hires. These include eight former staff of Travel Republic and Netflights, alongside ex-Scenic and Emerald Cruises national account manager Wendi Harding, who joined as events and customer loyalty manager.

The retailer also appointed Sarah Allen as its first people and culture director and Linzi Bird as head of customer experience.

Cole said the business would “double down every single year” to offer the best working environment possible and establish long-term partnerships with cruise lines.

He said: “It’s an outstanding achievement but the progress we’ve made in the last 12 months goes way beyond just record sales figures.

“Every business with ambitions to scale sustainably has to be built on fantastic foundations. Our foundations are the three Cs: colleagues, customers and cruise lines, and that has never changed.”

Cole added he believed future growth ambitions could be achieved “largely through organic growth” but said he would “look at” acquisitions if “the right one” came along.

Panache Cruises also has bases in the US and, new for 2026, Australia, with plans to expand further with an office in Canada.