Our History

OUR HERITAGE

The story so far ...

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

1950’s

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 Bills other company, Rotherham Sand and Gravel Ltd, and the coaches were kept on the quarry site.

1960’s

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.

1970’s

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. This was done and after the death of Bill and his wife Marie in the late 70s and early 80s.

1980’s

Tony and Sue Scholey acquired the coach business and 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.

1987

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.

1993

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.

2006

A further acquisition was made in 2006 when we 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

2017 saw the acquisition of their 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.

2026

2026 saw Wilfreda Beehive become part of the FirstGroup, marking a significant milestone in the company’s journey and creating a strong platform for future growth.

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