Owners of Hoar Cross Hall rebrands to put wellness at its core


The owners of Hoar Cross Hall and Eden Hall Day Spa has rebranded its Barons Eden Group to become ‘Be’.

The new identity and ‘refreshed’ service values are being rolled out across the privately-owned collection as it looks to reposition itself as a leisure brand for ‘socialising, relaxing and celebrating’.

The roll-out of the Be brand through acquisitions and diversifying into the medicare sector is firmly on the agenda, along with weighty capital investment which is underway in the current properties.

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Earlier this week, BH reported that Barons Eden had put four of its Cotswolds assets up for sale, including The Dial House Hotel.

As part of the rebranding, the company will be running a series of pop-up brand experiences to target UK cities over the summer, as well as launching an influencer ambassador programme. 

In March this year the group appointed Edward Law and Steve Clements to the board of directors to ramp up the focus on its pursuit for expansion.

CEO Andre Elshout, comments: “We want to become synonymous with places where people can go offline, kick back and enjoy some ‘me’ time. We’re passionate about creating a welcoming atmosphere, bringing our friends together and ensuring time is well spent. We are already in discussions to expand our locations and we look forward to asserting Be as one of the leading brands in the hospitality and wellness sectors.”

Barons Eden currently comprises Eden Hall Day Spa near Nottingham and Hoar Cross Hall, north of Birmingham.

Tags : Barons Eden GroupHoar Cross Halloperatorsspawellness
Zoe Monk

The author Zoe Monk


  1. They should have left it how it was. Hoar cross is now soulless , the food is really poor and the service is such a contrast to how it’s been in our regular visits the years previous. This was a nice exclusive place now it’s like every other hotel. In Europe.

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