£200m Care Home Development Launched for High-net Worth "Perennials"

LONDON, June 8, 2016 /PRNewswire/ --

A new luxury lifestyle concept is set to offer exclusive, high quality accommodation to the elderly, on the Kings Road in Chelsea.

The developer Auriens has secured its first site in London, with a view to developing a new 'later life lux' addition to the care home category. The company is currently working with Tenhurst on its planning application and expects the doors to open at Auriens Chelsea by 2019.

Co-founder Johnny Sandelson highlighted the need for such a development, compared with the focus on first-time buyers. "The world is obsessed with millennials but we see a huge opportunity at the other end of the market."

Dubbing this group "perennials", Auriens held out for the right site to develop what they describe as a world-class environment for the ageing population.

And this considered approach has been applied across the board. Karen Mulville, heading the operational side of the business, is developing the concept for the best possible residential experience, feeling that without the highest-quality care, people might not feel comfortable moving from their homes.  As part of their proposition, Auriens have partnered with a care provider with a twenty-year pedigree to cater to their future clientele.

The team have also enlisted Richmond Interiors, following their work with Mayfair's Beaumont Hotel, to create a space where style meets substance.  John Hunter, responsible for some of the Royal Borough's most high-profile developments, said "Auriens is really going the extra mile to create something very special. The attention-to-detail is phenomenal."

Auriens hopes the Chelsea site will open up the opportunity for further launches, both in key cities across the UK and abroad.