Barons Eden rebrands as wellness-focused ‘Be'

Barons Eden Group has rebranded itself as Be (Barons Eden), with plans to reposition and roll out as a group of "large, resort-style" properties focused on wellness.

The group said further acquisitions are planned and "weighty" capital investment is underway in the group's properties, including the Eden Hall day spa in Nottinghamshire and the 96-bedroom Hoar Cross Hall hotel in Staffordshire.

The group's four other Cotswold properties are on the market, including the Grade II-listed, 15-bedroom Dial House in Bourton-on-the-Water, Gloucestershire, which has been on the market since last year.

Three further properties were brought to market earlier this week, including Huxleys restaurant and the Island House in Chipping Campden, and the Old Bank in Moreton-in-Marsh.

Chief executive Andre Elshout said: "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."

The group also plans to diversify into light cosmetic medical procedures, such as botox and fillers.

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