Great North Eastern Railway was the brainchild of Sea Containers, operators of the VSOE, and aspired to be the 'premier line' of the privatised era. They probably succeded, although I never really warmed to their over-use of LNER imagery. To boost capacity between, firstly, London and York and, latterly, London and Leeds they leased redundant class 373 NoL Eurostar sets. That came to an end in December 2005.
GNER itself ran into financial trouble, having overbid for the franchise when it came up for renewal, and when parent company Sea Containers filed for Chapter 11 protection in the US the game was up. GNER ran its last train in December 2007, being succeeded by the equally hapless National Express East Coast.