Performance Hotels inks deal with Aprirose to launch new ‘lifestyle concept’ hotel

01_ (C) Birch l Exterior Mansion House 2020 jpg

The De Vere Theobalds Estate Hotel is to be transformed into a new Birch hotel, marking the launch of a new lifestyle hotel concept from Aprirose and Performance Hotels.

Performance Hotels is the management company run by former Ace Hotel managing director, Chris Penn and Chris King and the new hotel will be a joint venture with real estate investment company, Aprirose.

Aprirose acquired De Vere Theobalds Estate Hotel in December 2018, and has since rolled out a £8.5m renovation programme to convert the property into Birch, set to open in April 2020.

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Birch will comprise 140 bedrooms, a growing farm, two restaurants and an interactive bakery in partnership with chef Robin Gill, three bars, 20 event spaces, a co-working space – The Hub, fitness studios, a lido, a pottery workshop, and screening, music and art rooms.

There are also plans for further Birch spaces in the future.

The concept is being managed and delivered by co-founders Chris Penn and Chris King.

Manish Gudka, CEO, Aprirose, said: “As we develop and grow our hotel offer, we continue to look for the best opportunities. Creating a concept hotel is an exciting first for Aprirose, working alongside best in class partners to deliver both a destination and experience at a well-located site. We look forward to the launch of the hotel later in the year, as well as subsequent Birch spaces in the coming years.”

Tags : ApriroseBirchDe Verehotelsupcoming hotels
Zoe Monk

The author Zoe Monk

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