CHESHIRE, ENGLAND—Flat Cap Hotels recently launched a new countryside boutique hotel group here. The first property under the brand umbrella, The Vicarage Freehouse & Rooms, is located in a refurbished 17th century Grade II listed hotel. It opened with 20 guestrooms; 12 suites will follow this summer.
Led by brothers Oliver and Dominic Heywood, the group has more than 40 years of operating experience, including privately owned independent family-run hotels, including freehold and leasehold assets. The group has operated The White Lion, Hankelow for more than two years.
According to the company, it has been approached by investors and is looking for new funding partners to be a part of the expansion plans with new assets already earmarked and in negotiations.
Flat Cap Hotels strives to offer a modern twist on the traditional country pub, restaurant and events space with unique guestrooms and suites, according to the company. In F&B venues, all produce is sourced within a 25-mile radius and all meat is from local butchers. Beer and cider festivals are planned for the summer. The new executive chef is Steve Tuke, who previously worked at the Grosvenor Hotel and Oddfellows in Chester.
According to the company, it will focus on the conference and banqueting market: corporate meetings, weekly live music events, weddings and seasonal parties. It describes its brand style as shabby chic, with quirky decor and design.
Flat Cap Hotels plans to have five hotels under its umbrella by 2018. All hotels must have character, historical prevalence in a given local area, destination venues in the countryside but close to motorways.
According to the company, the name Flat Cap stems from a part of the uniform prevalent in the area in the 18th to 20th centuries and provides a historic representation for many families and generations that have worked in these areas. In addition, the flat cap was also adopted by the country gentry.