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, told Spa Business about the reason for changing the brand identity: “The decision to rebrand was driven by our ambition to create a clearer, more unified identity for the business as it continues to grow. We're bringing together our portfolio under a shared purpose while allowing each destination spa (including Hoar Cross Hall and Eden Hall) to retain its own unique character and heritage. Hiddenwell represents what sits at the heart of everything we do – helping people discover moments of wellbeing, restoration and connection.

"The rebrand is not about targeting a completely different guest; it is about creating greater clarity and relevance for both existing and future guests," added Law. "Consumer attitudes towards wellbeing have changed in recent years. People are increasingly seeking experiences that support their physical, mental and emotional wellbeing, whether that's through spa experiences, overnight stays, dining, fitness or simply taking time out from busy lives. The Hiddenwell identity allows us to connect more clearly with this growing audience while continuing to appeal to our loyal guests. It also helps communicate the breadth of experiences available across our destination spa hotels and strengthens our position within the wellbeing and hospitality market.

Research that informed the rebrand was conducted in partnership with a specialist consumer research agency. Law added: "The discovery phase combined quantitative research from consumers, AI-driven qualitative analysis and internal research. These insights were considered alongside a review of broader market trends and evolving consumer expectations within the wellbeing and hospitality sectors. The findings helped shape both the strategic direction of the rebrand and the development of the Hiddenwell identity, ensuring it was grounded in insight while supporting the long-term ambitions of the business."