Corus Hotels is set to rebrand a third property under the Laura Ashley banner as its Chace hotel in Coventry undergoes a major refurbishment.
The three-AA-star, 66-bedroom property is already home to a Laura Ashley Tea Room (pictured), which opened in October 2018 and is the newest addition to the tea room portfolio.
As with other Laura Ashley-branded properties, the new interiors will showcase the Laura Ashley Home retail range when it completes refurbishment this summer. The hotel will remain open during the refurbishment.
Chris Bowron, hotel manager of the Chace hotel, said: "We're delighted that the Chace Hotel will be joining the Laura Ashley Hotel portfolio. A thorough refurbishment is underway using the Laura Ashley Home collection's beautiful range of décor, fabrics and soft furnishings."
Laura Ashley's portfolio includes the Belsfield hotel in Windermere, Cumbria, with its Burnham Beeches hotel in Buckinghamshire also due to open later this year after the rebrand of the Chace hotel. Both properties are also operated under a licensing agreement with owner Corus Hotels.
Laura Ashley last year said it was optimistic about the franchising possibilities presented by its hotel and tea room concepts following disappointing financial results.
Until recently the group also operated Laura Ashley The Manor hotel in Hertfordshire, which was sold in February to Countrywide Hotels and renamed the Manor Hotel Elstree.Get The Caterer every week on your smartphone, tablet, or even in good old-fashioned hard copy (or all three!).