Aprirose opens new Birch 'lifestyle' hotel

prirose, a real estate investment company, has opened of Birch, a new lifestyle concept hotel. The hotel is a joint venture between Aprirose and Performance Hotels Ltd, the management company run by Chris Penn and Chris King.

Following an GBP8.5 million CapEx programme, the former De Vere hotel, is now the first Birch location. It comprises 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 (opening Spring 2021), a pottery workshop, and screening, music and art rooms.

 
Set in 55-acres, the new hotel concept is being delivered alongside architecture and design collective Red Deer and the concept is being managed and delivered by co-founders Chris Penn and Chris King. Birch is open to individual bookings or on a membership-based model.
 
Manish Gudka, CEO, Aprirose, says: “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, says: “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. Birch is located two minutes from the M25, and 11 miles outside of London.

The opening was delayed due to the Covid-19 pandemic. The new lifestyle brand has been opened in keeping with government guidelines on safety.