De Vere has unveiled its reinvention as a country estate hotel and events brand following an investment of more than £100m under the banner of the Principal Hotel Company (PHC).
Owned by Starwood Capital Group, the brand features 22 hotels with more than 4,000 bedrooms, 662 event spaces and 1,200 acres of grounds.
The transformation is part of a wider £300m investment from Starwood Capital Group into PHC, which includes the creation of the Principal brand of 13 city-centre lifestyle hotels. The flagship Principal London will launch later this year, following its £70m transformation from the Russell hotel.
Laurie Nicol, chief operating officer of De Vere, said that the new-look band had already received great feedback from business and leisure guests. "The £100m investment includes comprehensive hotel renovations, as well as staff training and development, and thoughtful expressions of the new brand such as hunter wellies, unique sculptures and outdoor breakout spaces.
"By restoring these stunning historical buildings and breathing new life into our event spaces, we're creating inspirational locations where traditional values meet the latest luxuries."
Nicol is seen here with Cody Bradshaw, managing director, head of European hotels at Starwood Capital Group, at last night's relaunch party of the De Vere brand, at the De Vere Grand Connaught Rooms, London, attended by more than 1,000 people.
•For the full story of the De Vere relaunch, read next week's issue of The Caterer, published on 22 September.
Starwood Capital's new city centre brand to be known as Principal >>
Videos from The Caterer archives