Evolv Collection launches Stories collection to drive skyline restaurant growth

The Evolv Collection has announced plans to rename its Birmingham skyline restaurant Orelle as 24 Stories amid the launch of the Stories brand.

The Stories brand will comprise Manchester’s existing 20 Stories, Birmingham’s 24 Stories and 14 Stories, the new name for 14 Hills in London.

The restaurant group said this will allow for greater collaboration between teams and pave the way for future skyline location openings across the UK.

Orelle was opened in in 2022 on the 24th floor of 103 Colmore Row. It will be rebranded as 24 Stories on 24 October.

The restaurant will serve a selection of new dishes, including beef croquette with hot sauce, day boat cod, saddleback pork cutlet and a Bournville chocolate fondant, which pays homage to the local birthplace of Cadbury’s chocolate.

Richard Chiswell, general manager at 24 Stories, said: “Orelle has been a favourite dining destination for the people of Birmingham and beyond since opening and we want to reassure guests that the change in name to 24 Stories won’t affect the exemplary experience that they have every time they visit.”

Martin Williams, chief executive at the Evolv Collection, said: “Orelle has been a cornerstone of the Evolv Collection’s success story, and we are confident that 24 Stories will continue to go from strength to strength. Creating the Stories brand is a really exciting evolution and part of our strategic vision for the Evolv Collection.

“By creating opportunities for all three Stories restaurants to work collaboratively, we are hoping to offer exciting new dining experiences that honour the past while embracing an ambitious future.”

The launch of the Stories brand comes soon after the Evolv Collection opened its first chophouse restaurant with chef Mike Reid, which will be rolled out across the group’s existing Butler’s Wharf and Paternoster Chop House locations.