Northeast-based Danieli Group plans to recreate its mixed-use leisure venue model with the ultimate aim of being a national chain, according to CEO Neill Winch.
Founded by Winch in 2017, STACK recently received investment from Kings Park Capital, which will be used to accelerate growth and realise several upcoming projects.
The operator is known for its fusion of bars, live entertainment, and leisure activities alongside an all-day street food offer.
Danieli Group also operates The Muddler, YOLO and Destination 1850 brands, alongside businesses in the care and facilities management sectors, including Phoenix Eye, Homecare Plus and Northridge Healthcare.
STACK opened a Newcastle site in 2018, and now operates in Seaburn, Sunderland - soon to be joined by new sites in Middlesborough, Lincoln, and Durham.
Winch says that it was important that the brand partnered with “the right private equity house” and saw Kings Park’s strong association with the North East through its investment in pub group the Inn Collection, as a “positive”.
With 12 sites currently in the pipeline to open over a four-to-five-year period Winch says the plan is to “continue to expand”, both north and south.
The brand will develop both purpose-built container parks and reuse empty, large scale retail units.
“We would quite like to look at Glasgow and Edinburgh”, he adds.
“STACK is very well known in the North East because of our initial Newcastle site and and this is the model we are now replicating across the country.”
Expanding outside of its heartland, Winch is confident in the strength of the STACK offering and its ability to drive footfall.
“I’m quite surprised the further we go south, how many people know of us - which is comforting”, he adds.
“We’re a big footfall driver because of the way we curate and activate our spaces.”
Going forward, the business will mainly target city centres, but will consider “the odd” coastal site.
“The Seaburn site is right on the coast and that’s been an amazing success.
“We’ve proven that we can drive the footfall there, but city centres are a preferred route.”
Returning to Newcastle has been a highly anticipated move, after its original Pilgrim Street site closed in 2022 to make way for redevelopment.
A new flagship site will open at Worswick Chambers, set to open in 2025, in a revitalisation of the historic Grade II listed building, featuring nine bars and ten street food units.
“Newcastle was the place where we proved STACK as a concept, that it was a unique offering that was incredibly well received and something we could replicate,” says Winch.
A further joint venture with Newcastle United will establish a Fan Zone by the St James’ Park stadium, set to open in the spring/summer.
Winch says the brand would look to recreate similar partnerships with football clubs around the country.
As the brand moves into new markets, Winch is confident that STACK’s community focus can help it stand out from other multi-site container concepts.
“Each STACK is a reflection of its neighbourhood and we pride ourselves in becoming part of the fabric of the local community,” he says.
“It’s about creating a place where – regardless of the time of day or night – there is something for everyone.
“It could be dog walkers popping in for a coffee, a group of girls on a night out, families bringing their children along to enjoy the entertainment – we literally are an example of being able to be all things to all people.”
He adds, “It’s also the atmosphere.
“That is something I’ve never seen anywhere, it’s amazing what we create and it’s all about giving people a great time.
“The model is one that we’ve proven works and is why we are recreating it around the country.”
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