Rekom to open second Proud Mary pub

Late-night operator REKOM will open its second Proud Mary bar in Wales later this year.

The bar will be located in Swansea and comes following the success of the brand's UK launch in Cardiff in October 2022.

It is the fourth Nordic bar that REKOM has brought to the UK, with Heidi’s Bier Bar first opening in Cardiff and Birmingham. The Peter Marks-led business says its new brands are proving popular with the UK audience, and two more Proud Mary bars and another Heidi’s are scheduled for launch later this year.

"We are delighted to be bringing our second Proud Mary to Swansea and we are confident it will prove to be a similar hit to Cardiff," says Russell Quelch, executive director of REKOM UK. "It’s such a great concept that people of all ages enjoy. Whether you want to meet friends for a beer, listen to live music, watch sport, take part in a pub quiz, or enjoy a late night party, Proud Mary delivers. We will be working around the clock to open as soon as we can this autumn."

Cluster strategy

The new launch is part of REKOM’s cluster strategy, utilised by other on-trade operators, which is focused on both growing the entertainment and party bar business, as well as developing key venue hubs in the UK’s major towns and cities. The idea is to not only create local cost synergies, but also to widen the group’s consumer demographic by offering a variety of venues and ensuring reduced reliance on one segment of the market.

"Proud Mary and Heidi’s have exceeded our expectations and we can’t wait to open more in the coming months and years," adds Quelch. "Part of their success is down to the unpretentious fun they bring – we know times are tough, but you can’t fail to have a good time once you cross the threshold of either a Proud Mary or Heidi’s."

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