The Revel Collective’s journey through four rebrands

The Revel Collective has only recently announced this latest reinvention. But this is not the first time it has happened. Tracing its inception back to 1991 in Greater Manchester, the group we know today has gone by – in chronological order – Inventive Leisure, The New Inventive Bar Group, Revolution Bars Group, and now, The Revel Collective.   

Roy Ellis and Neil Macleod opened their first bar in Ashton-under-Lyne, Greater Manchester, in 1991 after meeting in London during the 1980s. They quickly expanded their operations to include nightclubs and music venues. However, a pivotal change came in 1996 when the company made the decision to shift focus from unbranded bars to a unified brand identity – which launched the Revolution chain, with vodka as the signature product. This marked the beginning of the company’s journey towards becoming a major player in the UK bar scene.

In 2000, Revolution Bars floated on the Alternative Investment Market (AIM) with 21 bars under its umbrella. The move not only increased its visibility but also fuelled its expansion. In 2006, the company was acquired by Alchemy Partners for £42.5m, amid intense competition from other hospitality groups. By 2008, Revolution Bars had a turnover of £71m and ranked among the UK’s top employers, earning recognition in The Sunday Times ‘100 Best Companies to Work For’ list in 2013.

The company’s growth phase also attracted interest from other major players in the hospitality sector. In 2017, nightclub operator Deltic Group proposed a merger, which Revolution Bars rejected, opting instead for a £101.5m takeover offer from Stonegate, owner of the Slug and Lettuce chain.

In the leadup to 2024, Revolution Bars has been grappling with a turbulent financial landscape. In March 2024, the company announced emergency fundraising efforts and the closure of 25% of its venues, while a restructuring plan – which was waiting for the go ahead – aimed to curb losses and reposition the brand. The latter came at a high cost, with numerous jobs at stake. 

Seeking potential buyers, the group received a “highly conditional” proposal from Nightcap, which included an exploratory meeting on 2 May 2024. However, Revolution Bars ultimately rejected Nightcap’s non-binding offer, citing financial uncertainties and legal concerns.

In August 2024, the company’s restructuring plan was officially sanctioned, leading to the closure of 13 underperforming bars. The decision is expected to create a leaner and more financially stable company, ready to navigate future challenges. 

A significant moment in the company’s history came in October 2024, when Revolution Bars Group rebranded as The Revel Collective. The name change was more than cosmetic; it reflected a strategic shift towards diversification, emphasising a broader portfolio of brands beyond the traditional Revolution bars. Rob Pitcher, CEO of The Revel Collective, emphasised that the rebrand signalled “a fresh start” for the business, which now included successful ventures like Peach Pubs and Founders and Co.

The board also saw new additions, with seasoned industry figures Gavin George and Charlie McVeigh joining as non-executive directors. Both brought extensive experience in running successful pub businesses, a signal that the company was ready to embrace a broader market and adapt to changing consumer trends.

Despite the optimism surrounding the rebrand, The Revel Collective’s financial performance earlier in October 2024 highlighted ongoing challenges. The company reported a pre-tax loss of £36.7m for the year ending 29 June 2024, primarily due to restructuring costs and non-cash impairment charges. Revenues were affected by closures and softer sales in the Revolution brand, reflecting the difficulties of operating in a competitive market amid economic pressures.

Yet, there were positive signs amidst the challenges. Peach Pubs, acquired by The Revel Collective, delivered record-breaking festive trading, achieving over £1m in weekly sales for the first time in December 2023. The Revolución de Cuba brand also performed well, showing stronger sales in the early months of FY24. Additionally, Founders and Co saw an impressive like-for-like sales growth of 19.6%.

Looking ahead, The Revel Collective aims to capitalise on its diversified offerings and stabilise after a period of uncertainty. CEO Rob Pitcher expressed confidence that, with restructuring behind them, the group could refocus on growth and expansion. Future plans include returning to a regular refurbishment cycle and exploring opportunities for estate expansion from FY26.

Pitcher also highlighted the need for supportive policies from the UK government, advocating for business rate reforms, adjustments to the apprenticeship levy, and VAT reductions for the hospitality sector. These changes, he argued, would be crucial to reviving a sector hit hard by economic shifts and rising costs.