London real estate investment firm announces "much-needed oasis" with new lifestyle concept hotel

A London real estate investment company has announced that it is opening a new lifestyle concept hotel.

Aprirose has teamed up with management company Performance Hotels to create Birch, the concept hotel.

Following an £8.5m CapEx programme, the former De Vere hotel is now the first Birch location.

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.

Manish Gudka, CEO of Aprirose, commented: “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.”

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