Chris King, co-founder of the now-defunct Birch hotel group, has announced the launch of Crafted, a new lifestyle hotel and club concept designed around rest, creativity and outdoor wellness.
The brand’s first site – Crafted at Powdermills – will open around about November in Battle, East Sussex, occupying the Grade II-listed PowderMills hotel estate.
The property will feature 55 rooms and suites within a Georgian country house, alongside a pub, restaurant, cocktail bar, craft barn, art studio, members’ club and outdoor bathing pool. Set around a seven-acre private lake, the estate will offer paddleboarding, forest yoga, and lakeside saunas, positioning itself as a nature-first retreat for modern travellers.
Three private cottages—including the five-bedroom Lake House with its own garden, pool and deck—will cater to group bookings and extended stays. Interiors are being designed by House of Dré, blending industrial heritage with contemporary flair.
Crafted’s food and beverage programme will emphasise local sourcing, aiming for 75% British provenance across its menus. The all-day pub will serve English beers, wines and cocktails, with an open grill and wood-fired oven for seasonal dishes. The executive chef is expected to be announced shortly.
King, who launched Birch with Chris Penn in 2020, left the business in 2023 prior to its administration. He describes Crafted as “just the beginning” of a network of life-friendly hotels and clubs across the UK and beyond, each tailored to its setting but united by a spirit of creativity, nature and thoughtful design.
For business travellers seeking restorative stays with a creative edge, Crafted at Powdermills offers a compelling new option – blending boutique hospitality with experiential depth.