Arriva Sapphire is a luxury brand used by various Arriva bus subsidiaries in the United Kingdom.
History
In February 2013, Arriva UK Bus announced that it would launch a Luxury service under the Sapphire brand for its bus services in the United Kingdom.[1] It is similar to the Stagecoach Gold brand launched by Stagecoach Group in 2007.
Arriva initially launched the Sapphire brand on four pilot routes:[2]
In 2014, the brand was extended to 11 more routes with another six scheduled for conversion in late 2015.[7][8][9]