The cash injection comes from consumer brand investor Piper. Under the terms of the deal, Rabbie’s founder Robin Worsnop will remain majority shareholder and Hugo Kimber, previously executive chairman of adventure tours brand Explore, becomes chairman.
Worsnop founded Rabbie’s in 1993, specialising in taking small groups of travellers around Scotland in a 16-seater mini-coach. It now operates almost 100 vehicles taking small group tours across the UK, with exclusive partnerships in Ireland and Europe.
Sales grew to £17 million in 2019, with 80% of revenue currently from trips in Scotland. Most recently, Rabbie’s has expanded into Europe with trips in Spain, Portugal, Italy and Switzerland.
It said sales were “rebounding quickly” post-Covid, with bookings in April 2022 25% above April 2019. Half of clients are under 35 and 75% from outside the UK.
The investment will be used for marketing and expansion. Piper previously also invested £7 million into Mediterranean villa brand The Thinking Traveller in November 2020.
Worsnop said: "We are thrilled to find a partner that shares our values and ambitions for Rabbie’s as we emerge from the Covid pandemic.
"Piper’s passion for brand, purpose and culture is a perfect match for the Rabbie’s team, and we look forward to making the world a better place through travel together."
