Diamond East Midlands

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Diamond East Midlands
A Diamond East Midlands Mercedes-Benz Sprinter in Burton upon Trent in April 2025
ParentRotala
FoundedJuly 2005 as Midland Classic
August 2022 as Diamond East Midlands
HeadquartersTividale
Service areaEast Staffordshire
South Derbyshire
North West Leicestershire
Service typeBus services
DepotsWetmore Road, Burton upon Trent
Fleet60
Websitediamondbuses.com

Diamond East Midlands, formerly Midland Classic, is a bus company from Burton upon Trent, Staffordshire, England. Since August 2022, the company is a subsidiary of Rotala.

History

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Midland Classic

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A Midland Classic Optare MetroCity in Lichfield in July 2018

Midland Classic was founded in July 2005 by James Boddice and John Mason with a pair of London Central AEC Routemasters operating charter services. Boddice had a 69% shareholding with D&G Bus proprietor David Reeves, and Julian Peddle each having 13% and John Mitchelson 5%. It later diversified into operating route services.

In April 2016, Midland Classic entered talks with Arriva Midlands to purchase its Stanton Road, Burton upon Trent garage and fleet.[1][2] The deal took effect on 27 August 2016 with 30 buses and 80 staff transferring.[3] All routes later transferred to the Wetmore Road garage, with the Stanton Road garage closing.[4]

During the 2021 Go North West strike, Midland Classic was one of a number of bus operators who provided vehicles and drivers to operate services on behalf of Go North West along with Edwards Coaches and Selwyns Travel.[5]

In June 2022, Midland Classic underwent a fares revision which included a joint day-ticket with Select Bus Services and Chaserider.[6][7]

On 1 August 2022, Midland Classic took over routes 125 and 129, expanding its reach of services out to Leicester, Coalville and Loughborough.[8]

Diamond East Midlands

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Rotala Group acquired Midland Classic on 3 August 2022, for £2 million. The business changed its name to Diamond East Midlands, with buses from other Diamond operations being transferred into the fleet and a repaint programme for pre-existing Midland Classic vehicles beginning.[9] The services and fleet also become directly controlled from the group's headquarters in Tividale in November 2022.[10][11][12]

In October 2022, Diamond East Midlands began running contract services for Derbyshire County Council, further extending their reach of services out towards Derby and the surrounding areas.[13]

In June 2023, Rotala reversed the decision to create a multi-operator day ticket with Select Bus Services and Chaserider as part of the Diamond East Midlands Rebranding.[14] Following this in January 2024, they also withdrew from accepting Staffordshire Knot tickets on the majority of routes, citing its "impact on commercial viability".[15]

Services

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Diamond East Midlands are the main provider of services around Burton upon Trent with services extending to Swadlincote, Ashby-de-la-Zouch, Uttoxeter, Lichfield, Melbourne, East Midlands Airport, Derby, and other surrounding towns and villages.

[8]Services are also operated on behalf of Derbyshire County Council in Derby and the local surrounding areas.

References

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  1. ^ Arriva in talks to sell Burton bus services to Midland Classic[permanent dead link] Burton Mail 26 April 2016
  2. ^ Arriva plans sale of Burton operation to Midland Classic Route One 27 April 2016
  3. ^ "Arriva transfers Burton operation to Midland Classic" Coach & Bus Week issue 1255 30 August 2016 page 6
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