Arena Travel’s portfolio of specialist tour operating brands will all be retained following its acquisition by the Leger Shearings Group to provide a “one stop shop” of product across the enlarged group.
New owner Leger Shearings has pledged to retain all brands which are operated by Arena Travel, which will be run as an independent business within the larger group.
Leger Shearings bought the brands and assets of the company after it went into administration on September 23, which allowed it to acquire the company without any incumbent debt.
Included in the deal were Arena’s web domains, social media pages, customer database and emails, historical booking information a, content library and intellectual property.
Arena offers a river cruise programme and rail holidays but also has a portfolio of more specialist brands offering bridge, craft, garden, cultural and art tours. Its brands include First for Bridge ck, Stichtopia, Boxwood and Art Pursuits.
Leger Shearings chief executive Liam Race said: “We are very excited about [acquiring] Arena’s river and rail brands but also some of its smaller brands; they are almost silent market leaders that we can tap into.
“All the brands will stay. They are very distinct propositions. We cannot replicate them within the Leger Shearings Group.”
Arena Travel’s managing director Steve Goodenough said the range would provide Leger Shearings group with a ‘one stop shop’ of product.
The deal will also enable Leger Shearings’ clients access to the broader range of flight or rail transport options offered by Arena as well as the chance to go on its special interest tours, he said. Arena’s clients would get access to Leger Shearings’ range of UK holidays and regional pick up points.
Goodenough added there were no plans to close any of the group’s offices while all staff have kept their jobs and Arena’s trade sales team under sales and marketing manager Tim Fleming remains in place.
He said: “We want the business that was there before to get better. There is no desire to make any cuts in personnel. We will probably see growth in personnel.”