Barons Eden rebrands as Hiddenwell to support UK spa hotel expansion strategy

Barons Eden, which has a portfolio of luxury spa hotels, has announced its rebrand to Hiddenwell — a new parent brand identity that aims to reflect the company’s evolving vision of spa and support its future growth and expansion plans.

Hiddenwell will become the umbrella brand overseeing the group’s growing portfolio of destination spa hotels. These include Hoar Cross Hall in Staffordshire and Eden Hall in Nottinghamshire, with additional properties set to join the collection.

Following extensive research, the rebrand marks a significant milestone for the business as it looks to strengthen its position in both wellness and hospitality.

Designed around the idea of discovery and escapism, Hiddenwell reflects what is described as a more contemporary approach to wellness hospitality.

The Hiddenwell collection boasts two award-winning spa destinations, Hoar Cross Hall by Hiddenwell is a destination spa retreat in rural Staffordshire.

It is home to one of the largest spas in Europe, it has 41 treatment rooms and a team of 98 therapists plus 104 bedrooms and suites, and award-winning dining including its two AA Rosette restaurant, the Ballroom.

Eden Hall by Hiddenwell is a countryside day spa with 28 treatment rooms in Nottinghamshire, offering immersive day and evening spa experiences focused on relaxation, treatments and switching off from everyday life.

Elemis, Voya and Grown Alchemist are the featured brands across both sites.

Further expansion of the group

As part of its next phase of growth, Hiddenwell has also confirmed plans to further expand the group. European Spa first reported on these additional acquisitions Ardencote Manor in Warwickshire here and Orsett Hall in Essex, here.

The expansion forms part of the group’s wider long-term strategy to evolve its portfolio and cement its position as one of the UK’s leading destination spa operators.

“As the demand for wellness-led travel continues to grow, Hiddenwell gives us a strong platform for future expansion while continuing to invest in immersive and restorative experiences across our existing properties,” said CEO Ed Law.

As Hiddenwell, the group plans to create destination spas centred around wellbeing, escapism and meaningful connection. Built around the philosophy that the best things are often well hidden, Hiddenwell aims to offer guests spaces to truly switch off, recharge and discover moments of calm away from the pace of everyday life.