Speaking exclusively to Boutique Hotelier, the Group said it planned to turn the property into ‘one of the UK’s leading resorts’

BH Group has announced the acquisition of Selsdon Park Estate, the former Birch Selsdon site, which it plans to transform into one of the UK’s leading luxury resorts.

The Group, which acquired the site earlier this year, will invest £30m into a major refurbishment and rebranding project, creating over 150 full and part time jobs.

Selsdon Park Estate was intially listed for sale in January 2024, with Savills appointed to advise on the disposal of the long leasehold interest, until December 2186, and part freehold interest in the South Croydon estate.

At the time of coming to market, the property comprised 181 bedrooms, two restaurants, three bars, six meeting and events spaces, coworking space and wellness facilities including an outdoor pool.

Speaking to Boutique Hotelier, BH Group’s chief investment officer James Routledge said:

“We’re delighted to have finally acquired this exceptional property, one which we have pursued for over 18 months. The key element was being able to merge the freehold and long leasehold interest to unlock its real potential. Over the next 12–18 months, we plan to transform it into one of the UK’s leading luxury resorts, supported by a £30m investment.”

The purchasing of Selsdon Park Estate marks the latest acquisition for BH Group, a UK-based hospitality investment and management company focused on acquiring and repositioning coastal and regional hotel assets.

Last summer, the firm acquired five former Coast & Country Hotels: the Windermere Hotel in Cumbria, the Burlington Hotel in Eastbourne, the Imperial Hotel in Exmouth, and the St Ives Bay Hotel and Ship & Castle Hotel, both in Cornwall.

In March, BH Group announced it would relaunch the Ship and Castle this autumn following a multi-million pound investment.

Birch Selsdon opened in 2023, representing the second site under the Birch brand following the launch of Birch Cheshunt in 2020. However, the Birch brand ceased operating in November 2023 after falling into administration, with its two sites subsequently put up for sale.

Prior to its acquisition by Birch hotels, Selsdon Park Estate was operated by De Vere Hotels since 2003, and before that Le Méridien Hotels.