Aprirose and Performance Hotels have announced the opening of Birch, a new lifestyle concept hotel that has seen a former De Vere resort transformed in a £8.5m project.
The new resort marks a joint venture between the real estate company and the management company run by Chris Penn, former Ace Hotel head honcho, and Chris King.
Despite Covid-19 delaying the launch of the resort, the former Theobalds Estate Hotel has now opened its doors as the first under the new Birch concept, with Aprirose now actively looking for further locations to expand the brand.
Birch comprises 140 bedrooms, a growing farm, two restaurant and an interactive bakery in partnership with chef Robin Gill, three bars, 20 event spaces, a co-working space, The Hub.
Leisure and spa facilities including a fitness studios and a lido will open in spring 2021.
The new concept also is home to a pottery workshop, and screening, music and art rooms and is open to individual bookings or on a membership-based model.
Manish Gudka, CEO, Aprirose, said: “Following an unusual start to the year, we are pleased to be opening Birch to the public. The hotel is the first of its kind and a first for Aprirose, as we deliver this unique lifestyle concept. We are fully committed to growing this new brand and are looking for further sites for future Birch locations. We continue to grow our diverse portfolio as we look for the best investment opportunities to support our business.”
Chris Penn, co-founder of Birch, said: “Birch is a space for those living in cities to escape to. We are delivering something unique, at a time where wellbeing is becoming increasingly more important, and the lines between how we live, work and play are blurring. We look forward to proving a much needed oasis for our guests, as we ease out of lockdown.”
Birch has been created through a renovation of the De Vere Theobalds Estate Hotel, which Aprirose purchased in December 2018.