PMB Holdings has selected ‘hub by Premier Inn’ as its hotel partner for the regeneration of 90-104 Berwick Street, central London.
The hotel use is a key component of the overall £105 million, c. 7,850 sq m (c. 84,500 sq ft) scheme which includes 13 retail units, 16 homes and substantial improvements to the public realm in and around Berwick Street, its market and along Hopkins Street.
hub by Premier Inn is the new, city centre hotel brand from Whitbread. The first hub by Premier Inn opened in Covent Garden (St Martin’s Lane) in autumn 2014 and a number of sites in London and Edinburgh are currently being developed.
The hotel is fundamental to the overall mix and viability of the 90-104 Berwick Street scheme (pictured above) and attracting a proven operator with strong financial capability will enable the scheme to attract a vibrant mix of SME and independent retailers, as well as provide affordable new homes. Of the 16 homes included, four will be family-sized affordable properties, and 12 will be new homes for open market sale.
Ideal brand
Edward Jones, Chief Executive at PMB Holdings, said: “hub by Premier Inn is an ideal brand for our exciting Berwick Street scheme. It’s contemporary, high quality and edgy but also tremendously financially secure. We needed to find a partner that could bring both of these ingredients to make the scheme work as a whole so we’re delighted to be working with Whitbread and with hub by Premier Inn.”
Jonathan Langdon, Acquisitions Manager, London West End & City, for hub by Premier Inn, said: “This is a great location for a new hub by Premier Inn hotel and we’re looking forward to making the Berwick Street scheme a success. Just as we have done with our debut hotel in Covent Garden, we want to bring a great new product and exciting new choice into the market while also creating jobs, integrating into the local community and making a positive difference.”
The new hotel is expected to create up to 35 new jobs. Just as at its Covent Garden hub by Premier Inn, the roles are expected to be filled by at least 50% of people currently outside of work or NEETs (not in education, employment or training).
The 90-104 Berwick Street scheme was given planning consent in June 2014.
hub by Premier Inn is taking a lease on the hotel. PMB has a long-leasehold on the site, the freehold of which is owned by the London Borough of Westminster. Goldenberg Real Estate acted for PMB. PMB anticipates appointing a main contractor and moving forward with the scheme later this autumn.
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