Former Hogshead pubs converted to new brand by fledgling pubco

Two former Hogshead pubs in London are being converted to a new brand by Starcom, a fledgling pub company which has seen off a number of major rivals in order to lease the outlets from Laurel Pub Company.

The Twickenham and Ilford Hogsheads were part of the package of former Whitbread managed pubs put up for lease by Laurel earlier this year. The new brand, called Provoke, will have a lighter, more modern feel than the Hogshead format, according to Starcom managing director John Mills.

The new company is actively seeking more high street pubs coming onto the leasehold market with 12 Provoke outlets planned to be operating by Christmas 2002.

"We're talking to venture capitalists at the moment, with the aim of raising up to half a million pounds to invest in acquisitions and refurbishments over the next year," said Mr Mills.

Both venues will be refurbished and open by early December. Mills said: "We believe there were a number of bids for the two leases, particularly the Twickenham outlet, and so we're very pleased that our proposition impressed Laurel."

He added that the company has also discussed potential leases with operators including Punch, Enterprise and Scottish & Newcastle.