The experiential bar business will rebrand two sites it acquired as part of its recent Revolution Bars deal, with venues in Southampton and Bristol set to transition into its core concepts over the coming months.
Its site in Southampton will relaunch as Barbara’s Bier Haus, an après ski themed concept, while the Bristol venue will be redeveloped into a Bonnie Rogues bar, NEOS’ high-tempo late-night party arm.
Both sites will undergo extensive investment and refurbishment ahead of reopening, with further details on timings to be confirmed.
Wider strategy
The transitions form part of NEOS Hospitality’s wider strategy to invest in and reposition selected sites within its expanded estate, following the acquisition of 20 Revel Collective Bars, which saw the group double in size to 40 venues across the UK.
Commenting on the news, CEO Russell Quelch said: “We’ve been carefully reviewing the sites we acquired to understand where our core brands are best placed to succeed.
“Southampton and Bristol are both strong nightlife cities, and we see a clear opportunity to introduce Barbara’s Bier Haus and Bonnie Rogues into those markets.”
The company said the rebrands would align the sites more closely with its portfolio of experiential bar concepts, while ensuring each venue is developed in line with local market demand and customer expectations.
Next phase
It marks the next phase of integration following the acquisition, as NEOS continues to expand the footprint of its three core brands, Barbara’s Bier Haus, Bonnie Rogues and Circuit.
The group added its priority was providing stability while also creating a platform for long-term growth and continued investment across its estate.
Quelch continued: “Our approach is to work closely with landlords and local stakeholders to build venues that are sustainable for the long term.
“That means investing in the right locations, supporting the teams within those venues, and developing concepts that reflect what customers want from a night out today.”
