Located near Battle in East Sussex, Crafted at Powdermills is set within a Georgian Grade II-listed country house surrounded by ancient woodland, wildflower pastures, and a seven-acre private lake.
The property will feature 55 rooms and three additional cottages dotted around the grounds.
The F&B offering at Crafted at Powdermills will include an all-day restaurant, pub, cocktail bar, and outdoor grill.
The senior team comprises managing director Joel Williams, executive chef Neil Armstrong, and head of F&B Conor Sheehan.
King says his new venture aims to reimagine traditional hospitality with a focus on rest, restoration, and creativity.
“We’ve created a space where people can truly pause, reconnect, and explore, with nature, creativity, and community at the heart of every experience,” says King.
“Crafted at Powdermills is designed as a place to step out of the everyday and into something inspiring. Whether it’s through our workshops, outdoor adventures, or simply relaxing by the lake, we want every guest to leave feeling more connected to nature, to creativity, and to themselves – and to enjoy the beauty of East Sussex.”
King co-founded the first Birch hotel in Cheshunt, Hertfordshire, with former Ace Hotel managing director Chris Penn in 2020.
It was created as a joint venture between their Performance Hotels management company and the real estate investment firm Aprirose.
The pair left the business in 2022, around a year before a second Birch hotel opened in Selsdon, near Croydon.
Both businesses closed in 2023 after running into financial difficulties.
Crafted at Powdermills officially launches on 17 November.