| Diamond East Midlands | |
| Parent: | Rotala |
| Founded: | July 2005 as Midland Classic August 2022 as Diamond East Midlands |
| Headquarters: | Tividale |
| Service Area: | East Staffordshire South Derbyshire North West Leicestershire |
| Service Type: | Bus services |
| Depots: | Wetmore Road, Burton upon Trent |
| Fleet: | 60 |
| Website: | diamondbuses.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.
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.
Rotala Group acquired Midland Classic on 3 August 2022, for £2 million. The business was rebranded 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.[8] The services and fleet also become directly controlled from the group's headquarters in Tividale in November 2022.[9] [10] [11]
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.[12]
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.[13] Following this in January 2024, they also withdrew from accepting Staffordshire Knot tickets on the majority of routes, citing its "impact on commercial viability".[14]
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.
Services are also operated on behalf of Leicestershire County Council between Ashby & Loughborough (129) and Leicester & Castle Donington via Coalville (125).[15] Services are also operated on behalf of Derbyshire County Council in Derby and the local surrounding areas.