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Bibendum sells private client business to Simon Farr's new fine wine company

Published:  02 December, 2013

Bibendum is to sell its private client business to Cru London Ltd, a new fine wine business set up by Bibendum non-executive director, Simon Farr.

The move is an important step for Farr who plans to open up fine wine offices in key markets around the world. It will trade in the UK as Bibendum Fine Wine until spring 2014.

Bibendum said it s "is taking full responsibility for fulfilling all outstanding orders for private clients including en primeur purchases" and has "written to all private clients with outstanding orders to inform them" of the changes.

Michael Saunders, Bibendum's managing director, said: "This is a great deal for both our trade customers and Bibendum. It is part of our continued drive for excellence and the strong partnership we have with Cru London means we will be able to offer a greatly enhanced fine wine proposition to our trade customers.  Our former private clients will also benefit greatly from the greater focus and dedicated service that Cru London will be able to offer."

He added: "Cru London is going to be a major force in the fine wine market and working very closely with them will give Bibendum access to a huge range of fine wines to sell at very competitive market prices. The UK's gastronomic scene is currently one of the finest in the world and this deal will transform the service we can offer to the country's best restaurants."