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Be launches in the UK

Barons Eden Group
Entrepreneurial eye on the wellness sector
Barons Eden Group, owners of Hoar Cross Hall and Eden Hall Day Spa, has re-branded to become Be (Barons Eden). A new identity, greater digital visibility and fresh service-led values are being rolled out across the privately owned collection.


The leisure brand is positioning itself as go to destinations for socialising, relaxing and celebrating. Its purpose is to treat each guest as a friend of its family and to give them an experience that brings them back time and again. Harnessing the power of feeling good, Be want to inspire guests to take time out and be kind to themselves.  

Using the moniker ‘Be’, Barons Eden is targeting the next generation of guests who seek experiences and one-off occasions. The introduction of new products and service values reflect the research and opinions of more than 8,500 loyal customers.   

Be is wholly owned by five likeminded partners who relish in the business of hospitality and have a shared passion for entertaining and socialising, great food and standout experiences. The close-knit team of board members champion individuality, flare and operational excellence. The roll-out of the Be brand through acquisitions and diversifying into the medicare sector is firmly on the agenda, along with weighty capital investment which is underway in the current properties.  

The company will be running a series of pop-up brand experiences in target UK cities over the summer, as well as launching an influencer ambassador programme.   

CEO Andre Elshout, comments: “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.”  

Barons Eden currently comprises Eden Hall Day Spa near Nottingham and Hoar Cross Hall, north of Birmingham.

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