New World Trading Company

What New World Trading Company does

New World Trading Company (NWTC) is a private UK hospitality company headquartered in Knutsford, Cheshire, founded in 2011. It operates The Botanist, a multi-site chain of restaurants and bars located in UK city centres. The company's primary product is the casual dining and bar experience delivered through owned physical venues, with locations visible in cities including Worcester, Cardiff, and Alderley. Revenue is generated through food and beverage sales at point of consumption, with prices set locally per venue; the customer base is general adult consumers seeking social dining and after-work leisure experiences.

NWTC operates with a workforce of 1,001–5,000 employees and is professionally managed under CEO Jesper Friis, with founder Jeremy Roberts, CFO Jim Pickworth, COO Natasha Waterfield, and Managing Director Chris Hill. The company received institutional backing from LDC in 2013 (~$4.1M) and a larger facility from NatWest Bank in 2017 (~$28.7M), supporting venue rollout and operational scaling. There is no evidence of proprietary technology platforms; the technology stack is described as off-the-shelf hospitality tooling with no disclosed AI/ML capabilities.

The go-to-market motion is direct-to-consumer through physical retail locations, targeting foot traffic in city centre sites. Customer acquisition relies on the Botanist brand's consistent botanical-themed positioning across venues rather than on enterprise sales channels. The company differentiates on employer brand through a comprehensive benefits package (private healthcare, cycle-to-work, free team food, financial wellness, family-friendly policies), supporting retention in a high-turnover labour market. Ownership is private with no public listing, and detailed ownership and investor structures beyond the 2013 LDC round are not disclosed in the source material.

Name

New World Trading Company

Legal name

The New World Trading Company

Website

https://thenewworldtradingcompany.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1,001–5,000 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Knutsford

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Food and Beverage Sales: Revenue is generated through the sale of food and alcoholic beverages at The Botanist restaurant and bar locations across the UK.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

New World Trading Company operates The Botanist, a UK chain of pubs, restaurants and bars delivering dine-in food, alcoholic and non-alcoholic drinks, and social hospitality experiences to adult consumers across multiple city-center locations. Revenue is generated at the point of sale within these owned and operated venues.

Product overview

The New World Trading Company is a hospitality company operating The Botanist brand of restaurants and bars. The Botanist is their primary consumer-facing brand offering food, drinks, and hospitality services across multiple UK locations.

Differentiator

Problem solved

Functional benefit

Brands

• The Botanist: Hospitality brand operated by The New World Trading Company offering bar and restaurant services.

Products and services

• The Botanist (restaurant and bar dining experience) A themed pub, restaurant and bar brand offering dine-in food, alcoholic and non-alcoholic drinks, and social hospitality experiences to adult consumers across multiple UK city-center locations (including Worcester, Cardiff, and Alderley). Revenue is generated at the point of sale inside owned and operated venues.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves5 records

Expansion highlights4 records

Direct peers

• Mitchells & Butlers: UK-listed pub and restaurant operator (Harvester, Toby Carvery, All Bar One, Browns). Directly comparable as a multi-brand UK casual dining and bar estate serving similar demographics in city and suburban locations.
• Stonegate Pub Company: UK's largest pub company, operating thousands of managed and leased pubs. Comparable as a UK-focused multi-site pub operator with city-centre and suburban venues competing for the same guest occasions.
• Greene King: Leading UK pub retailer and brewer, owned by CK Asset Holdings, operating managed, franchised and leased pubs. Directly comparable for site selection, food-led pub model, and UK city/suburban estate economics.
• JD Wetherspoon: UK pub chain operating 800+ venues focused on value food and drink offers. Comparable UK multi-site pub estate competing for similar city-centre weekday and weekend traffic.
• Fuller, Smith & Turner: Premium UK pub and brewery operator with managed and tenanted pubs. Comparable for food-led premium pub positioning, city-centre catchments, and UK growth strategy.
• Young's: UK pub operator focused on premium managed pubs in London and the South. Comparable for differentiated food and drink offers in high-footfall UK locations and bar-led experiential positioning.
• Marston's: UK pub retailer and brewer operating managed and franchised pubs. Comparable for UK-wide pub estate, food-led managed sites, and exposure to the same consumer and cost dynamics.
• The Restaurant Group (TRG): UK-listed multi-brand casual dining operator (Wagamama, Frankie & Benny's, Chiquito). Directly comparable as a UK casual dining group competing for similar guests, sites, and labour.

Emerging players

• Loungers: AIM-listed UK all-day casual dining and bar group (Lounge, Cosy Club). Comparable as a growth-oriented UK suburban/city bar-and-restaurant concept operator competing for the same demographic with a similar all-day trading model.

Regional players

• Nando's: Casual dining restaurant chain with strong UK estate and differentiated brand concept. Comparable for UK multi-site casual dining economics, branded experience, and consumer targeting — though with international rather than UK-only footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/thenwtc
• Facebookfacebook.com/NWTCo
• LinkedInlinkedin.com/company/the-new-world-trading-company

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about New World Trading Company