New boutique brand launches in UK

UNITED KINGDOM – Greene King, England’s big pub and brewery company, has launched Everly Hotel Collection with plans to grow a portfolio of bespoke, upscale boutique hotels across the U.K. that will have a strong local F&B focus.

Following a multi-million-pound investment, the first Everly Hotel will debut this summer with the White Horses in Rottingdean, Sussex, just outside Brighton, with 32 rooms and a 290-seat restaurant.

“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,” said Vincent Madden, managing director of Everly Hotels Collection... 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.”

The White Horses has direct access to the seafront with balconied sea view guest rooms and a premium terrace for drinks or dining.