Ello Group, the owner of Tastecard and Gourmet Society, has secured a £16.5 million revolving credit facility from HSBC to support its ongoing growth strategy and operational requirements.
The Huddersfield-based business operates a portfolio of rewards and loyalty programmes, including Tastecard, Gourmet Society, Coffee Club and Vue Pass, helping brands drive customer engagement across sectors such as dining, coffee, pizza delivery, entertainment and leisure.
The financing will provide additional flexibility as Ello Group continues to expand under the ownership of Dragonpass, the global travel and lifestyle benefits platform, which acquired the company in late 2025.
Law firm Gordons advised Ello Group on the transaction, marking its first instruction from the business. The legal team was led by banking partner Ben Roden, supported by solicitor Gresa Bakolli.
Matt Peters, CFO, said: “This is an important step for Ello Group as we continue to support our growth plans under Dragonpass ownership.
“Gordons was a great partner to work with throughout the transaction, providing trusted advice and support to help ensure the process ran smoothly from start to finish.
“I’d also like to personally thank Ben, Gresa and the wider Gordons team for their support and guidance throughout the process.”
Gordons, which employs 180 people and is headquartered in Leeds, counts AO, Iceland Foods, Morrisons, Ocado, Wren Kitchens, Molson Coors and Evri among its client base.
Commenting on the deal, Ben Roden, banking partner at Gordons, said: “Ello Group is a leading brand in the rewards and loyalty sector, working with a broad range of household names across the UK and internationally.
“This financing provides a strong platform for the business as it continues to enhance its offering, strengthen customer engagement capabilities and deliver greater value to its customers, supported by Dragonpass.
“It has been a pleasure to work with the Ello Group team on this transaction, and we look forward to supporting the business as it enters its next phase of growth.”
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