Photo gallery: Looking back at Doncaster's iconic Wilfreda Beehive after takeover

The firm, which is more than 75 years old, has been snapped up by First Group and the company says the acquisition will “further strengthen its position in the UK coach market” and will “expand the breadth of its customer proposition.”

We’ve taken a nostalgic look back at the firm’s history – and how it got its distinctive name.

Wilfreda Luxury Coaches Limited was first incorporated in 1949 by William (Bill) Scholey who had purchased one coach from a local taxi operator, Wilf Graham, who was based in Bawtry.

Due to ill health, Wilf had decided to emigrate to Australia.

The coach had been named after Wilf’s daughter, Wilfreda Jean Graham and Bill decided it was a very unusual name so decided to keep it for his coach business.

The company grew during the fifties as people did not have cars like they have today and they wanted to travel after having such hard times during the war years.

Day trips, particularly to seaside resorts, became extremely popular. The company was run alongside Bill’s other company, Rotherham Sand and Gravel Ltd, and the coaches were kept on the quarry site.

During the late 60s and early 70s, Rotherham Sand and Gravel Ltd were extremely busy due to the housing boom. Most UK households had a car by this time, so consequently, the coach business began to take second place.

By 1976, the company had only four vehicles and Sue Scholey (daughter-in-law of Bill) joined the company and was asked to take control and make it profitable once again.

Following the death of Bill and his wife Marie in the late 70s and early 80s, the company entered a new chapter, with Tony and Sue Scholey acquiring the coach business which moved to Bawtry in 1981 where they built up the company’s reputation even further and started to carry out holiday tours as well as working for the National Coal Board and Nottinghamshire County Council on school work.

They later also worked for Central Electricity, their first move into stage carriage work. Day trips and private hire were also operated from this base.

Wanting to expand further but unable to do so in Bawtry, in 1987 they purchased a company in Adwick le Street, Doncaster, E. A. Hart Ltd trading as Beehive Services.

They carried out similar work to Wilfreda and was also a very old established business, carrying out work for the National Coal Board. Premises were sought nearby in Adwick and purchased in 1988 and that is still the base of Wilfreda today – and how the firm became known as Wilfreda Beehive.

In 1993 a further acquisition, Roeville Tours Ltd. was made, which was a small company carrying out private hire and holiday tours mainly via North Sea Ferries. This provided a new range of tours that Wilfreda could offer to their customers.

A further acquisition was made in 2006 when Wilfred bought Eagre Coaches in Gainsborough who carried out private hire, day trips and holiday tours, mainly for the over 50’s. This helped to establish a broader base of pick up points for holidays in Lincolnshire for the group.

2017 saw the acquisition of Wilfeda’s first hotel, which is a historic 16th century Inn, in the heart of the North York Moors National Park. The White Horse Farm Inn is located in the beautiful village of Rosedale Abbey and has proven to be a popular destination amongst its customers.

2024 saw the addition of two new luxury coaches and the introduction or Wilfreda’s Platinum Holidays, designed for those who seek a touch of luxury and exceptional service on their journey.

Now the company faces a new era under First.

A spokesperson said: “The business will be operated by First Bus and forms part of the Group’s strategy to grow a high-quality, diversified coach portfolio and expand its operational footprint and contract portfolio in key markets through targeted investment in well-run businesses with strong reputations and experienced teams.”

It currently operates a fleet of 45 vehicles and employs 61 people.

Phil Haxby, Director from Wilfreda Beehive, said: “Wilfreda Beehive has been proudly serving customers for more than 75 years, building a strong reputation for quality, reliability and personal services.

"My brother Nigel and I have our parents to thank for establishing a unique brand that, together with our fantastic long serving team, we have been able to grow to the company it is today.

“We now embark on an exciting new chapter by joining First Bus, which allows us to protect what makes Wilfreda Beehive special, while benefiting from the scale, investment and expertise of a national operator, and very much look forward to the challenges ahead in taking the business to the next level.

“Most importantly, it provides reassurance for our customers, colleagues and partners that we have a strong, long-term future, with new opportunities to significantly grow our holiday programme and expand our operations.”