British pub and brewing company Greene King has launched a new boutique brand Everly Hotels Collection.
The concept will debut with the opening of The White Horses in Rottingdean near Brighton later this year.
The property has recently been refurbished and features 32 rooms, a bar, restaurant and lounge.
According to a press release “The hotel’s position affords direct access to the seafront with clear uninterrupted views from either the hotel’s superior balconied sea view guest rooms, or its premium terrace for drinks or dining”.
There are also plans to extend the brand into Wiltshire and “other exciting locations across the UK”.
Greene King operates a total of 3,100 pubs, restaurants and hotels, across brands including Hungry Horse, Greene King Inns and Bellhaven Pubs.
The group’s hotel division is headed up by Vincent Madden, former general manager of the Sofitel London Heathrow and more recently managing director of Arora Hotels.
Commenting on the launch of the new brand Madden said:
“There’s a real opportunity in the leisure market to provide affordable luxury, in a premium part of the sector we haven’t explored before. Each Everly hotel will offer a completely unique experience to our guests.
“Our ambition is to grow a portfolio of bespoke, upscale, boutique hotels across the UK. The announcement of our first hotel, The White Horses, opening summer 2024 is a big milestone.
“We’re carefully balancing the timeless comfort guests expect from an upscale boutique hotel, with experiences that are very much rooted in the local area – a meeting point for locals and guests alike.”
