Smart Group acquires Story Events to bolster event management portfolio

Smart Group has acquired boutique London event management company Story Events for an undisclosed sum.

Story Events will join Smart Group’s event management arm Smart Live, which specialises in project management of large and small-scale events ranging from award ceremonies to corporate away days.

The London-based events caterer was founded in 2013 and has worked with clients including Waitrose and owns event exhibitions such as the London Christmas Party.

It will continue to operate as an independent agency under the supervision of managing directors Rosalind Shelley and Stephanie Daniels, as well as Sam Gill, the current owner and director, who will maintain a chairman role on the board.

Venue Search London, sister brand to Story Events, will trade separately under its current ownership.

Smart Group said Story Events will benefit from being part of a larger business with “continued control over its supply chain”.

Chloe Jackson (pictured), managing director of Smart Group Ltd, said: “We have worked closely with the team at Story for many years and have long admired their reputation for delivering unique and innovative events.

“We were delighted to be presented with the opportunity by Sam and Dominique Gill and are grateful to them and the senior team for entrusting us to maintain the independent brand identity they have enjoyed thus far. 2023 is shaping up to be an exciting time for Smart Group as we continue to grow, and this latest acquisition represents a fantastic opportunity for all involved due to our combined strengths and alignment on our core purpose: to deliver outstanding events for our respective clients.”

Shelley (also pictured) of Story Events added: “This is a great opportunity for Story Events to benefit from Smart Group’s strong business position. We look forward to collaborating with Smart Group and Smart Live, combining our creative minds to deliver events that are autonomous and synonymous in which our clients have enjoyed over the years.”

Smart Group also operates Evolution London, Oceandiva London, Smart Parties, Moving Venue and Last Supper and said it generates over £33m in revenue per annum.

It comes after the group announced Moving Venue and Last Supper have been appointed catering partners for Control Room A in London’s Battersea Power Station.