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 CentralAEC 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]
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.[8]
Diamond East Midlands
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.[9] The services and fleet also become directly controlled from the group's headquarters in Tividale in November 2022.[10][11][12]
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.[13]
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.[14] Following this in January 2024, they also withdrew from accepting Staffordshire Knot tickets on the majority of routes, citing its "impact on commercial viability".[15]
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