GL Law specializes in the creative, leisure and hospitality industries and was established over 300 years ago.
The deal follows recent additions to the Ampa Group of Sussex firm Mayo Wynne Baxter and cybersecurity consultancy CSS Assure.
Richard Hill, Managing Director of GL Law, said: “Organic growth has been the engine of our business for many years. Our strategy to bring innovation to new areas of service and enable our team to work collaboratively has proven to be very successful for both our customers and the business.
“By joining the exceptional team of Shakespeare Martineau, a firm that truly shares our values and our philosophy, we will be in a much stronger position to accelerate our ambitious growth plans.
“There is a lot of consolidation in the legal market right now, but nobody is offering what Shakespeare Martineau is doing. Together, we are bringing a whole new approach to professional services in the local market.
“This is an exciting next step in our journey as we continue to grow our services in the South West, leveraging the national reach, expertise and resources offered by Shakespeare Martineau, to grow our support to existing and future customers.”
No layoffs are expected as part of the merger and the company is looking to recruit talent from the region. Those with a stake in GL Law will be transferred to an Ampa-level equity stake and the Bristol-based partners will be responsible for local management of the Shakespeare Martineau brand.
Sarah Walker-Smith, CEO of Shakespeare Martineau and Ampa, said: “Cultural fit is crucial for any new team or entity joining the group and we have seen many synergies with GL Law’s working methods and our brands.
“Our brand house strategy is to introduce new standalone brands to the group or combine new teams or entities with our current brands, and in the case of GL Law, its existing legal offering and market, it made sense for her to join Shakespeare Martineau and expand the national reach of this brand within our group.
GL Law has begun its transition to the group and its equity directors will officially become members of Ampa later in 2022.
GL Law’s hub in Bristol will become Shakespeare Martineau’s 11and central office location, in addition to its offices in Birmingham, Stratford-upon-Avon, Solihull, Nottingham, Leicester, Lincoln, London, Milton Keynes, Sheffield and Glasgow.