Specialist Leisure Group went into administration in May forcing century-old company to close.
Leger Holidays, the escorted touring company, has announced the acquisition of the assets of former competitor, Shearings.
The deal will see Leger Holidays acquire the Shearings brand, website and customer database.
Shearings closed after more than one hundred years trading, when parent company Specialist Leisure Group went into administration in May.
Leger Holidays’ chief executive Ian Henry said: “I am delighted that Leger Holidays will be bringing the iconic Shearings brand back to life and relaunching it as a stand-alone brand in our escorted tours portfolio.
“We have gone into this deal knowing that the two brands already have many synergies – similar product, customer demographic, experience values, impressive repeat business and customer loyalty and, as such, we already have the business model in place to seamlessly relaunch Shearings. Leger Holidays has nearly 40 years’ experience in escorted tours – we are not recklessly helicoptering into unknown territory!
“We are particularly keen to develop Shearings’ popular UK tours portfolio and increase our UK tours market share. Post Covid-19 we are predicting an increase in staycations and will be very quickly launching around thirty new UK tours for 2021 and beyond.
“This deal will not only save the Shearings brand but will reinforce Leger Holidays’ position as the UK’s largest coach holiday operator.”
Leger Holidays said it will be working with travel agents on the commissionable sale of Shearings’ tours and is also open to talks with Shearings’ former suppliers.