nbridled and OrangeDoor, award-winning leaders in global events, exhibitions and live experiences, have merged in a landmark partnership that unites shared values, complementary strengths, and a bold vision for its clients and teams.
The merger of these privately owned entities creates a union of dynamism, innovation, and operational capabilities through their offices in the UK and North America. By joining forces, they also open up scope for expansion into new territories, including Asia and the Middle East.
OrangeDoor, one of the UK’s first agencies to achieve B Corp certification, will be known as OrangeDoor, an Unbridled company. And, through the merger, it will adopt Unbridled’s deep-rooted philanthropic and people-first philosophy; reinvesting in its people and communities through its unique 20/20/60 model. Under this model, 20% of net income is donated to charity, 20% is retained to ensure long-term financial stability, and 60% is distributed to shareholders.
As well as bringing shared values, thought leadership and market leading technology, the merger is set to benefit the 234 strong team with the chance to work across regions. The integration will also bring coaching and development to help individuals grow their careers and build new skills and perspectives as the company expands its global footprint.
The merger will also see the two companies scale their sector expertise and collaborate on international project delivery. Further operational efficiencies will be delivered through Unbridled’s robust event tech stack and shared services platform covering finance, HR and compliance.
Elizabeth Heron
CEO & Founder of OrangeDoor, an Unbridled company, comments:
"This is more than a business transaction, it’s a merger of mindsets. Together we’ll be unlocking opportunities and bringing a greater sense of responsibility into large scale events. Creativity and innovation have been our watchwords over the last 25 years. Now, combined with extensive stateside production and performance expertise, we’re set to deliver even greater impact and outcomes for our clients and their events. Our success will be measured not just in financial terms, but in team engagement, client satisfaction, expanded service offerings and most importantly the good we can bring."
Stan Bullis,
Founder and President of Unbridled adds:
"For 25 years, our companies operated across the Atlantic as kindred spirits, yet as separate commercial entities. This merger grew out of a long-standing professional relationship and mutual respect. After meeting with Elizabeth, it became clear that, despite being thousands of miles apart, we share a parallel outlook on values, ambition, and belief in people. Our new partnership reflects a common belief Elizabeth and I share, that our work and events can be a catalyst for positive change."
OUR LEADERSHIP
Stan Bullis
Founder and President of Unbridled
Stan Bullis is the Founder and President of Unbridled, a global experience agency known for purpose-driven work, world-class events, and a culture of generosity. With a people-first approach and bold entrepreneurial spirit, he has grown Unbridled into one of the most respected privately held agencies in the industry, now with a global footprint including its new European headquarters through a merger with OrangeDoor.
Scott Lucius
Chief Commercial Officer, Unbridled
Scott Lucius is the CCO of Unbridled, where he oversees global operations and ensures seamless delivery across teams and experiences. Known for his calm leadership and people-first mindset, Scott plays a key role in scaling Unbridled’s culture and performance as the company expands globally through its merger with OrangeDoor.
Elizabeth Heron
CEO and Founder, OrangeDoor an Unbridled company
Elizabeth Heron is the CEO and Founder of OrangeDoor, a UK-based global events, exhibitions and experiences agency recognised for pioneering sustainable practices. Over 25 years, she has led the company through major transformations, including achieving B Corp accreditation. A respected industry voice and advocate for female entrepreneurship, Elizabeth co-leads Dell’s Women Entrepreneurs Network (DWEN) in the UK and is a member of WEConnect International. Passionate about sustainability, she champions creativity, collaboration, and is driving OrangeDoor’s mission to lead the events industry in responsible and impactful experiences.
Andrew Winterburn
Managing Director, OrangeDoor an Unbridled company
Andrew is a seasoned events industry leader with over 35 years’ experience driving global growth, transformation, and expansion. He played a key role in the merger that formed Ashfield Meetings & Events (now EMOTA) and has advised numerous organisations on M&A strategy and integration. As Managing Director at OrangeDoor, he brings strong commercial insight, operational excellence, and a passion for developing high-performing teams.
WHAT IS THE STRATEGIC RATIONALE BEHIND THE MERGER?
A merger of mindsets
Unbridled and OrangeDoor are coming together with shared leadership, shared decision-making, and a shared vision. The terms of the deal reflect that spirit of partnership and that events, exhibitions and brand experiences can be a catalyst for positive change.
Founded in 2001, Unbridled joins forces with OrangeDoor as it marks 25 years in business. The merger unites two award-winning companies with complementary strengths in global events, exhibitions, and live experiences. With operational excellence at the heart of the joint business, aligned values, and a client base that fits seamlessly together, it’s a natural step that allows us to offer more to our clients and create better opportunities for our teams.
Our current presence in both North America and the UK enables us to expand into new territories, with a particular focus on the Middle East. This global mindset means more cross-border collaboration, more international projects, and the ability to support clients wherever they operate.
Importantly, this isn’t just about business growth - it’s about creating meaningful opportunities for our people. Our teams will gain access to new markets, fresh perspectives, and the chance to work across regions, whether temporarily or long-term. We’ll also invest in coaching and development to help individuals grow their careers and build new skills.
While OrangeDoor is already B Corp certified, the merger introduces a new dynamic through Unbridled’s 20/20/60 model: 20% of net income is donated to charity, another 20% is retained to ensure long-term financial stability, and 60% is distributed to shareholders.
This merger brings together fresh thinking, deep industry insight and shared values which are set to benefit our clients and our people and to deliver world-class, engaging experiences with demonstrable impact.
HOW WILL THIS CHANGE YOUR MARKET POSITION OR COMPETITIVE ADVANTAGE?
Smart growth
Both companies bring different sector capabilities, and our merger strengthens our position by broadening our product offering and opening new opportunities in each of our client bases. For example, Unbridled has significant experience in healthcare, food & drink and restaurants while OrangeDoor has built a strong reputation in tech, finance and HR.
We’re also expanding our capabilities in exhibitions, activations, and award-winning, global experiences. That means clients will have access to a wider range of services, delivered with the same high standards that they know and trust. We’ll be bringing more colour and innovative experiential elements to our work by tapping into extensive stateside production and performance expertise most notably through the involvement of the former Creative Director of Cirque du Soleil.
In short, this is about smart growth. We’re not trying to be everything to everyone, we’re building a more complete offer for the clients we already serve and are opening up new opportunities in sectors and regions where we know we can add value.
WHO INITIATED THE MERGER AND WHAT ARE THE TERMS (ACQUISITION VS. EQUAL MERGER)?
Respected partnership
This merger came about through a long-standing professional relationship and mutual respect. Stan Bullis, Founder and President of Unbridled, worked with OrangeDoor’s Andrew Winterburn some years ago on a shared healthcare client.
That early collaboration on the account saw projects split evenly and fairly with the focus on delivering great results for the client.
Their aligned thinking built a foundation of trust and underlines how well Unbridled and OrangeDoor’s outlooks are aligned.
Fast forward to a recent event in Boston, where a chance conversation with one of Stan’s team led to us reconnecting. From there, it became clear that despite operating thousands of miles apart, both businesses had remarkable synergies in our values, ambition and belief in people.
We’re coming together with shared leadership, shared decision-making, and a shared vision. The terms of the merger reflect that spirit; it’s about a partnership, not a takeover.
WHAT IS THE 20/20/60 PRINCIPLE THAT UNBRIDLED WORKS TO?
20/20/60
The 20/20/60 model is part of Unbridled’s DNA and has been in play since the company was founded in 2001. It’s a simple but powerful way of running a business with long-term thinking and a sense of responsibility and one that OrangeDoor will now adhere to.
- 20% of net profits go directly to Unbridled’s nonprofit arm (a 501(c)(3) in the US), which supports the cities and communities where the company operates.
- 20% is reinvested into the business; building financial resilience, funding innovation, and making sure the company can weather challenges like economic downturns or global events.
- 60% is retained for our shareholders
The model is built on generosity, sustainability, and looking after people. As Stan Bullis adds: ‘Imagine businesses doing what governments should.’
IS THIS A PRIVATE OR PUBLICLY LISTED SALE?
A private transaction for symbiotic growth
The merger between Unbridled and OrangeDoor is a private transaction. Both companies are privately owned, and the deal is not structured around public shareholder value or stock market performance. Instead, it is focused on strategic alignment and symbiotic growth that will benefit our people, clients, and communities.
We recognise there has been a recent surge in private equity-led merger and acquisition activity in the live events sector, driven by the appeal of the sector’s strong EBITDA margins and the fact that revenues are often booked in advance therefore providing good revenue visibility on the balance sheet. That said, Unbridled has been exploring expansion opportunities for several years. We’ve always prioritised purpose and integrity over scale or shareholder returns.
Both of our brands are built on real values.
For Unbridled, it’s character, change, credibility, and community, founded with a vision of doing good by doing well. For OrangeDoor, it’s being “agents for change,” embedding regeneration and legacy into every experience.
Different origins, same DNA: hospitality, creativity, care, and a drive to leave the world better than we found it.
For any press enquiries please reach out to Andrew White (andrew@triggerfish.co.uk).
To read the full press release please click HERE
