The former De Vere Selsdon Estate to become second location for Birch brand
Aprirose, the real estate investment company, has announced that the historic Selsdon Park Hotel in Croydon is to become the second location for Birch, the award-winning lifestyle hotel concept.
The hotel is set to open in 2023 and is a joint venture between Aprirose and Birch Hospitality Ltd after the success of the first site in Hertfordshire.
The 200-acre parkland estate currently incorporates a 150-room hotel, set within a 17th century traditional brick mansion, with meeting and conference facilities, a range of dining amenities, a leisure centre, tennis courts, running trail, and a recently closed golf course.
The hotel and grounds are now undergoing a significant renovation adopting the Birch philosophy of working with the existing building and the attributes of the site, enhancing and improving them through thoughtful interventions with strong links to nature and the external landscape. The concept has been creatively led by co-founder Chris King and the Birch team with Adam Mursal of Pillar Consulting acting as development manager again.
Manish Gudka, CEO, Aprirose, said: “Hospitality and hotels continues to be an important mainstay of our real estate portfolio, partnering with several high-profile brands such as Delta Hotels by Marriott, Double Tree by Hilton and the Qhotels portfolio. Aprirose is proud to have backed the first Birch, which was subsequently named as Sunday Times Hotel of the Year in 2020. We look forward to the launch of the second Birch next year, as well as subsequent openings in the coming years.”
The hotel is located in South Croydon, on the fringes of the Surrey countryside, a mile from Selsdon Wood Nature Reserve, 25 minutes from Clapham Junction.
For 30 years, Aprirose, the London based real estate investment company, has been delivering consistently high returns across a variety of different sectors and geographic markets. The company has a diverse portfolio of over £1.5bn of commercial and residential real estate under management, and is managed by a senior, multidisciplinary team. The team has a wealth of experience and knowledge of the cyclical property market and are uniquely positioned to act on areas where they identify potential and advantage. www.aprirose.com.
Birch was created as an intervention from the judgements, expectations and constraints of daily life, by former Managing Director of the Ace Hotel London, Chris Penn, and entrepreneur Chris King. The first Birch site was launched in 2020 in Cheshunt, Hertfordshire. Set within 55 acres of nature sits 140 bedrooms, a market garden, two restaurants and an interactive bakery,, three bars, 20 event spaces, a co-working space, fitness studios, a lido, a pottery workshop and screening, music and art rooms. Selsdon is the second Birch space announced to date.