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Millbrook 2018
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November 20 2017
By Mel Holley

A former routeone editor, Mel has more than 30 years’ experience in road and rail transport journalism.

New approach boosts revenue by 35%

Changes made by new owners have boosted the fortunes of Windsor-based White Bus, Berkshire’s oldest independent.

Formed in 1921, a year ago the third generation of the Jeatt family sold the business to Simon Rowland and the Fernhill Travel owners, Richard and Andrew Holgate, to form Rowgate Group Ltd.

Since the takeover the business has adopted several new technologies to create significant improvements and efficiencies in all areas of the business.

These include new coaches and buses, vehicle tracking, website updates, refurbished office space and.

Passengers have been responding well to the more professional approach, epitomised by new staff uniforms and four new ADL E200’s, resulting in a 35% increase in fare revenue.

Mistral Bus & Coach supplied the new buses, for contracted routes previously run by Abellio in Berkshire and Surrey.

As ADL was still building the vehicles when the contracts began, Mistral supplied four temporary E200s as a stop gap.

“It has been a pleasure working with such proactive management and refreshing to see an independent operator thriving in a tough market,” says Freddie Fuller, RSM of Mistral Group.

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Millbrook 2018