They are part of the same group that owns Mybookie. They are rebranding, sort of like how Rio Group created Skybook and worked to move everyone into it.
They aren't new, but in time the British books are going to be pounding on the others. Too much muscle and operating history to ignore them, people are going to say enough of these BCN fiascos and BOS reputation and put their money where they have complete trust. Unfortunately for many in here British books aren't competitively priced and offer few bonuses, at least at market levels. This all starts occuring possibly next year when the UK gaming law is changed and UK based books are allowed to offer betting to anyone in the world, including the US. The only snag it still could hit is tax rates, the British books are mostly in places like Gibraltar and Isle of Man where they pay very little in taxes. If the UK can be a bit more competitive on that front there are going to be some new major players to bet through soon.