Third generation hoteliers launch new boutique brand


A new boutique hotel brand with the motto, ‘local food, local drink, local country living’, has been launched by third generation hoteliers, brothers Oliver and Dom Heywood.

The new boutique brand, named Flat Cap Hotels, has launched its first property The Vicarage Freehouse and Rooms following a six month refurbishment and the duo has also revealed their plans to open a total of five properties by 2018.

Flap Cap Hotels will be a series of food-led boutiques, defined by their countryside locations and with interiors inspired by The Pig and Firmdale. All furniture will be individually sourced and bespoke and each hotel will pride itself on providing exceptional service.

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The first under the Flat Cap umbrella is The Vicarage Freehouse & Rooms is located in a former 17th century vicarage outside the village of Holmes Chapel in Cheshire.

The boutique’s new executive chef is Steve Tuke who has worked at the Grosvenor Hotel and Oddfellows in Chester.

Growing up in Cheshire, where the brand originates from, the Heywoods come from a long line of hoteliers, with their father and grandfather having both owned and run a variety of properties in the area over the years.

The brand will be pitched at the four-star market.

Speaking to Boutique Hotelier, Oliver Heywood, who works in the hotel investments’ team at Savills, said: “I have already have the sites lined up for the next few years; if the site needs a refurbishment we could be open within a year, but if we are coming into a ready-made model, we’d make a few tweaks and launch within six months.

“Being based in London means I can take a lot of emerging trends back to the business with me; I’m inspired by pretty much everything! Flat Cap Hotels offers a modern twist on the traditional country pub, restaurant and events space with unique bedrooms and suites. The brand is defined by the simplistic and rusticity of the humble Flat Cap.”