[2] Stagecoach first entered the East Midlands with the purchase of former National Bus Company subsidiary East Midland Motor Services in 1989, following a bus war which was condemned by local Labour MPs in a Parliamentary early day motion.

Stagecoach acquired the Traction Group in 2005, and with it, Lincolnshire RoadCar, also a former NBC subsidiary.

Stagecoach Grimsby-Cleethorpes, meanwhile, was acquired earlier, with municipal operator Grimsby-Cleethorpes Transport (GCT) being sold by the councils of Grimsby and Cleethorpes to Stagecoach Holdings in 1993, following a protracted bidding process that saw off the Traction Group, the EYMS Group and a management buyout offer.

They are Kingston upon Hull's main bus operator, alongside East Yorkshire, and operate a number of services around the city, as well as longer services for Beverley, Hedon and Bridlington.

In 2019, Stagecoach was contracted by the East Riding of Yorkshire Council to run Bridlington's Park & Ride service following the expiry of East Yorkshire's tendering contract.