About the brand
Simmons Bars, launched in 2012 as a converted Tea Room in Kings Cross, and has rolled out bars with a vintage aesthetic aimed at young professionals across 12 locations in London.
We were commissioned by Lonsdale Capital Partners to assess the investment opportunity in Simmons by evaluating the market, proposition and by assessing the headroom for scalability both in and outside London.
WHAT WE DID
We assessed historical UK on-trade alcoholic drinks market performance at a regional level and evaluated the prevailing trends and dynamics in the UK
We articulated the brand’s market positioning, informed by a comprehensive consumer research work programme including a market survey and focus groups
As a result of this, we outlined key strengths of the proposition and areas where investment could build on the business’ impressive historical growth
Alongside this consumer assessment, we tested key components of the proposition with a non-London audience, and conducted a comprehensive scalability assessment to understand the headroom for sites in the UK (both in and outside London), ranking locations according to their catchment characteristics
Lonsdale made an investment of up to £10m to acquire a majority stake in the business in a deal which will see the chain of bars expand to 30 sites in the next three years.