A family-run coach company has celebrated "an incredible journey of operation" as it marked a memorable milestone.

Long serving bus and coach company Belle Coaches, of Lowestoft, has marked 100 years of service. Picture: Belle CoachesLong-serving bus and coach company Belle Coaches, of Lowestoft, has marked 100 years of service. Picture: Belle Coaches (Image: Belle Coaches)

Long-serving bus and coach company, Belle Coaches, is looking forward to the next century - after 100 years of operation was honoured this week.

Long serving bus and coach company Belle Coaches, of Lowestoft, has marked 100 years of service. Picture: Belle CoachesLong-serving bus and coach company Belle Coaches, of Lowestoft, has marked 100 years of service. Picture: Belle Coaches (Image: Belle Coaches)

Based at Hadenham Road in south Lowestoft, Belle Coaches celebrated its centenary with a special gathering and open day on Monday, June 24.

Long serving bus and coach company Belle Coaches, of Lowestoft, has marked 100 years of service after B.R. Shreeve and Sons Ltd was established in June 1924. Picture: Mick HowesLong serving bus and coach company Belle Coaches, of Lowestoft, has marked 100 years of service after B.R. Shreeve and Sons Ltd was established in June 1924. Picture: Mick Howes (Image: Mick Howes)

Held on the actual day of the 100th anniversary, with a plaque unveiled to honour its history, the bus and coach operator has been operating continuously in the Lowestoft area since the early 1920s.

Long serving bus and coach company Belle Coaches, of Lowestoft, has marked 100 years of service after B.R. Shreeve and Sons Ltd was established in June 1924. Picture: Belle CoachesLong serving bus and coach company Belle Coaches, of Lowestoft, has marked 100 years of service after B.R. Shreeve and Sons Ltd was established in June 1924. Picture: Belle Coaches (Image: Belle Coaches)

Its origins stem back to a partnership forged between Benjamin Shreeve and Charles Day - as a bus service was run between Lowestoft and Oulton Broad using 14-seater Model T Ford charabancs.

Long serving bus and coach company Belle Coaches, of Lowestoft, has marked 100 years of service after B.R. Shreeve and Sons Ltd was established in June 1924. Picture: Belle CoachesLong serving bus and coach company Belle Coaches, of Lowestoft, has marked 100 years of service after B.R. Shreeve and Sons Ltd was established in June 1924. Picture: Belle Coaches (Image: Belle Coaches)

The partnership was dissolved in 1924 and Mr Shreeve formed his own company, Shreeve & Co.

Long serving bus and coach company Belle Coaches, of Lowestoft, has marked 100 years of service after B.R. Shreeve and Sons Ltd was established in June 1924. Picture: Belle CoachesLong serving bus and coach company Belle Coaches, of Lowestoft, has marked 100 years of service after B.R. Shreeve and Sons Ltd was established in June 1924. Picture: Belle Coaches (Image: Belle Coaches)

Back then the early work centred around summer outings, trips to local football matches and dances, before school contracts began in the early 1930s.

The first coaches had names such as MayBelle - which was named after Mr Shreeve's wife, Mabel - HeatherBelle and PleasureBelle.

Long serving bus and coach company Belle Coaches, of Lowestoft, has marked 100 years of service after B.R. Shreeve and Sons Ltd was established in June 1924. Picture: Belle CoachesLong serving bus and coach company Belle Coaches, of Lowestoft, has marked 100 years of service after B.R. Shreeve and Sons Ltd was established in June 1924. Picture: Belle Coaches (Image: Belle Coaches)

These were later shortened to 'Belle' as the fleet size increased and they were known as Belle Coaches.

Offering summer outings aplenty ever since then, happy holidaymakers have enjoyed UK and continental tours, excursions, special breaks and much more.

Happy holidaymakers pose for a photo as long serving bus and coach company Belle Coaches, of Lowestoft, has marked 100 years of service. Picture: Belle CoachesHappy holidaymakers pose for a photo as long serving bus and coach company Belle Coaches, of Lowestoft, has marked 100 years of service. Picture: Belle Coaches (Image: Belle Coaches)

Over the years a further three generations have gone on to be part of the thriving family business.

This week, in front of a group of current and former staff, invited guests and customers, managing director Amy Churchyard welcomed everyone to celebrate Belle Coaches' 100th birthday.

The celebratory 100th birthday cake as Belle Coaches of Lowestoft marked 100 years of service. Picture: Mick HowesThe celebratory 100th birthday cake as Belle Coaches of Lowestoft marked 100 years of service. Picture: Mick Howes (Image: Mick Howes)

Having joined the company in 2011, Mrs Churchyard said that Benjamin Shreeve had three sons - Ernest, John and Alan - who worked in the business in the 1950s.

As John established a new operating base in Leiston, Ernest and Alan focused on the Lowestoft depot that meant during the 1970s they had a fleet of 60 vehicles -which back then was the biggest fleet the company ever had.

Long serving bus and coach company Belle Coaches, of Lowestoft, has marked 100 years of service. Picture: Belle CoachesLong serving bus and coach company Belle Coaches, of Lowestoft, has marked 100 years of service. Picture: Belle Coaches (Image: Belle Coaches)

Two of Benjamin Shreeve's grandsons - Ken Shreeve and Robert Shreeve - joined the business in the 1970s, with Amy's father, Ken, starting in 1971 and Robert in 1979.

Part of the fleet of the long-serving bus and coach company Belle Coaches, of Lowestoft, that has marked 100 years of service. Picture: Belle CoachesPart of the fleet of the long-serving bus and coach company Belle Coaches, of Lowestoft, that has marked 100 years of service. Picture: Belle Coaches (Image: Belle Coaches)

Mrs Churchyard said: "Today our fleet stands at 28 with around a third based at Leiston.

"In the meantime my father Ken - who is John's son - and Robert, who is Ernest's son, had come together to run the business."

Company history

Recounting the company's history, former director Robert Shreeve said: "My granddad came out of the army at the end of the First World War and they gave him £100 and a demob suit and he bought a charabanc.

"They started off with two charabancs which had canvas roofs and were quite uncomfortable with no heating.

Long-serving bus and coach company Belle Coaches, of Lowestoft, that has marked 100 years of service. Picture: Belle CoachesLong-serving bus and coach company Belle Coaches, of Lowestoft, that has marked 100 years of service. Picture: Belle Coaches (Image: Belle Coaches)

"By the time of the Second World War they had seven vehicles.

"They kept going all through the war providing transport for troops and workers on air bases."

After retiring in 2015, then aged 65, Robert Shreeve recalled: "Ken and I had two choices either we sell the business or we found someone from the next generation to run it.

"Ken's daughter Amy was keen - so she took over.

"I have been very impressed and I think Amy has done an amazing job.

"There are not too many family businesses that survive to the fourth generation in the same family.

Some of the Belle Coaches, of Lowestoft, staff as the company marked 100 years of service this week. Picture: Belle CoachesBelle Coaches, of Lowestoft, marked 100 years of service this week. Picture: Belle Coaches (Image: Belle Coaches)

"We have an amazing, loyal staff with many fantastic employees - some having been with the company for 40 years, and several 20 and 25 years.

"I was pleased when I was running the business with how great the staff were and what a good job they did interacting with customers.

The unveiling of a plaque as Belle Coaches, of Lowestoft, marked 100 years of service this week. Picture: Mick HowesThe unveiling of a plaque as Belle Coaches, of Lowestoft, marked 100 years of service this week as B.R. Shreeve and Sons Ltd was established in June 1924. Picture: Mick Howes (Image: Mick Howes)

"I would like to thank Amy and know that the business is in safe hands."

Mrs Churchyard added all the staff "are absolutely amazing - from workshops, front office and drivers" - as she thanked all for their service.