Press Release
Chris King Launches ‘Crafted’ Hotel Brand with Innovative Life-Friendly Concept
Chris King, co-founder of the Birch hotel brand, has unveiled his latest venture: Crafted, a new series of ‘life-friendly’ hotels and clubs. The inaugural property, Crafted at Powdermills, will open in late 2025, transforming the historic Grade II-listed PowerMills hotel located in Battle, East Sussex.
Crafted at Powdermills will feature 55 rooms and suites nestled within a Georgian country house. Guests can enjoy a range of amenities, including a pub, restaurant, cocktail bar, craft barn, art studio, and members club, as well as an outdoor bathing pool surrounded by a stunning seven-acre private lake and picturesque woodland.
The hotel will encourage outdoor activities, offering paddleboarding, kayaking, forest yoga, and lakeside sauna experiences. For larger gatherings, three private cottages will accommodate groups, with the standout Lake House offering a private garden, outdoor pool, and waterside deck.
Crafted’s interior design, led by House of Dré, will honor the hotel’s industrial roots while infusing contemporary aesthetics. The dining experience promises locally sourced cuisine that aims for 75% British ingredients, featuring an all-day pub with English beers, wines, and a diverse cocktail selection, alongside an outdoor grill and a wood-fired pizza oven.
King emphasizes that Crafted at Powdermills marks the beginning of a broader initiative. "Over the coming years, Crafted will establish a network of unique, nature-first hotels and clubs across the UK and beyond," he stated.
This new venture follows King’s previous success with the wellness-focused Birch brand, which he co-founded in 2020. After his departure in 2023, both Birch hotels faced administration challenges. Now, with Crafted, King aims to redefine the hotel experience for modern travelers, creatively balancing leisure and wellness.
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