Partnership deal heralds new era for hotels in Burley, Beaulieu, Cadnam and Lyndhurst which had been facing sell-off

FIVE of the New Forest’s best known hotels have been taken off the market and are now under new management in a partnership deal.

Known as the New Forest Collection, the group of privately-owned boutique hotels were up for sale, but leading hospitality management company Rockingham Partners has now joined forces with the owners.

Established over the past 40 years, the Shammas family-owned hotels comprise Burley Manor and Moorhill House at Burley, Bartley Lodge at Cadnam, Forest Lodge at Lyndhurst, and Beaulieu Inn and The Drift at Beaulieu.

Luxury lifestyle specialists Mike Lashmar and Simon Maguire, of Rockingham Partners, say they will “unlock the collection's full potential and usher in a new era for the partners”.

Specialist business property adviser Christie & Co had been marketing the properties – excluding Moorhill – which had a combined total of more than 150 bedrooms and total trading revenue around £7.62m in 2022.

It was understood the owners wish to retire and pass the hotels on “to new custodians to further develop the business”.

But a company spokesperson said it was withdrawn from the market “when new opportunities came to light”, adding: “This partnership between The New Forest Collection and Rockingham is the beginning of a new chapter and owner Nizam Shammas and his family are optimistic about the future.”

The spokesperson said: “Expressing their gratitude to former management for their dedication, particularly during challenging times, the board has now appointed Rockingham Partners to drive the business forward, building on its foundations as a treasured collection, rooted in the New Forest National Park.”

Mr Shammas said: “My family and I are excited about working with Rockingham. This partnership will help us cement our legacy in the New Forest with a collection that we have invested so much in over the years.”

Committed to continued investment, the group will be unveiling revitalised interiors across its properties and focusing on exceptional customer service and eco-friendly practices. This will start with the reopening of Moorhill House, showcasing the talents of Emily Tyers, the interior designer behind the 2015 renovation of Burley Manor.

With work to start soon, guests can expect “a stunning blend of contemporary elegance and sustainable luxury, creating an unparalleled experience that celebrates both comfort and environmental consciousness”.

Rockingham, created by Simon Maguire and Mike Lashmar, brings significant experience of transforming properties into “thriving lifestyle destinations”. Mr Maguire’s track record includes senior roles at renowned groups like Firmdale, Hotel Du Vin, Harbour Hotels, and most recently as managing director for Luxury Family Hotels.

He said: “We see incredible potential to build upon the New Forest Collection’s success, leveraging their existing portfolio, all in stunning national park surroundings. With exciting plans already in the pipeline, we look forward to enhancing the brand and building the team, while preserving the collection's unique charm."

Mr Lashmar’s sharp financial acumen and commercial experience at prestigious establishments like Careys Manor, Harbour Hotels, and Luxury Family Hotels, will play a pivotal role.

He said: "We're thrilled to be the driving force behind Mr Shammas' vision for the New Forest Collection. We're not just about building a successful business, we're about creating a sustainable future for the collection, as an integral part of the local community's vibrant tapestry."

Rockingham is assembling its leadership team with key appointments, including group operations director Faye Kelly (previously of Luxury Family Hotels and Hotel Du Vin), group head of sales Elli Sallis (formerly of Gaucho group and Ivy Collection) and head of marketing Andy Dawson (formerly of Harbour Hotels).