His London debut was in August 1869 at the Royal Strand Theatre, in a burlesque The Pilgrim of Love.
[2] In 1873 in London he joined the company of the Court Theatre, where he appeared in plays including About Town, Marriage Lines and Wedding March.
In February 1876 he produced at the Globe Theatre the play Jo, based on Charles Dickens's Bleak House, with Jennie Lee in the title role.
In April 1879 the Royalty Theatre, under his management, produced Crutch and Toothpick, adapted by George R. Sims from a French farce; it ran for 240 nights.
[2][3] From 1880 Bruce managed the Prince of Wales's Theatre, where in the following year he produced The Colonel by F. C. Burnand, which ran for 550 nights.