Barons Eden, the UK parent company that operates luxury destination properties in England, has rebranded to become Hiddenwell.

The change to the parent identity was carried out following research conducted to help the business strengthen its position in the UK’s wellness and hospitality landscape.

The name and philosophy reflect the company’s belief that the best hospitality moments “are often the ones hidden away – time to slow down, reconnect and indulge in feel-good experiences at your own pace.”

The current portfolio comprises Hoar Cross Hall by Hiddenwell, a 104-key destination spa retreat in Staffordshire and Eden Hall by Hiddenwell – a countryside day spa in Nottinghamshire. Eden Hall is currently offering a treatment experience in collaboration with skincare brand Grown Alchemist. The brand has returned to the property and its 12,000sq ft spa garden this year, to offer facials and other curated rituals between June and September.

Hiddenwell will add two further existing properties to the collection: Ardencote Manor in Warwickshire and Orsett Hall in Essex.

The long-term expansion strategy is fuelled by the company’s desire to evolve its portfolio and reinforce its position as a leading destination operator in the UK.

Ed Law, CEO at Hiddenwell, said: “This rebrand marks an exciting new chapter for the business. Hiddenwell reflects not only where we are today, but where we are heading as a growing collection of destination spa hotels centred around wellbeing, escapism and exceptional guest experiences. 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.”