The equity firm aims to double the number of pub sites over the next four years. Credit: Zoe Hyland via Shutterstock.com.

London-based private equity firm Alchemy Partners is planning to rebrand the Brasserie Blanc restaurant chain as part of its new expansion plan.

According to a report by the Independent, the equity firm intends to reintroduce the bar as the Heartwood Collection.

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It currently operates 20 premium pubs and 14 Brasserie Blanc restaurants across the UK. The private equity firm plans to open 60 additional locations by June 2027.

Brasserie Bar was acquired by the firm in 2022.

The move is estimated to create nearly 1,500 additional jobs across the country.

Heartwood Collection managing director Richard Ferrier said: “We have always been a pub and restaurant group but see it as a big year as we are moving into pubs with rooms for the first time.

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“We have a great opportunity to invest in new sites and communities, so it is a really exciting time for us. As an industry, there are obviously challenges, but with these areas – pubs and pubs with rooms – we have seen a really positive picture from customers.

“Staycations are still really strong and customers are definitely veering more towards places to stay with real character, so we think now is actually a great time.”

The new growth strategy will help Alchemy Partners grow its portfolio of freehold sites and shift away from leasehold ownership.