Nobu Hospitality, the luxury brand co-founded by chef Nobu Matsuhisa, actor Robert De Niro, and businessman Meir Teper, is venturing into the English countryside for the first time. The company has announced plans for a hotel, spa, restaurant, and branded residences in Rutland, England's smallest historic county. The development, named Nobu Woolfox, will span 185 acres and is set to offer a distinctly different experience from the brand's usual city-centre hotspots.
The project is a collaboration with the existing Woolfox Members Club, a high-end wellness-focused establishment founded in 2020 near the Georgian town of Stamford in Lincolnshire. Woolfox is known for its exclusivity, making the partnership a natural fit for Nobu's expansion into rural luxury.
A Shift in Strategy
Nobu's portfolio has traditionally concentrated on urban and coastal destinations, including London, Rome, New York, Ibiza, and San Sebastian. The move to Rutland signals a strategic shift towards countryside retreats, a segment the brand hopes will appeal to guests seeking a slower pace of life. Trevor Horwell, CEO of Nobu Hospitality, described the location as “a truly special location in the heart of England, surrounded by rolling historic landscapes and quintessential English countryside.” He added, “For the first time within our portfolio, we have the opportunity at Nobu Woolfox to create a special countryside retreat experience – one that offers all the hallmarks of Nobu, but in a setting defined by nature, tranquillity, and a sense of escape.”
No timeline has been given for the relaunch of the site, but the development is expected to include lake-view rooms and suites, a signature Nobu restaurant and bar, and curated food and beverage spaces. A collection of branded residences will also be available, catering to those looking to invest in a luxury lifestyle in the English countryside. Leisure facilities will feature wellness spaces, an opulent spa, a swimming pool, and a gym, with Woolfox's existing grounds being landscaped to maximise the setting.
Rutland is known for its unspoilt landscapes and picturesque towns and villages. Rutland Water, one of Europe's largest man-made reservoirs, makes the area a hub for outdoor activities such as sailing, water sports, fly fishing, and scenic walking and cycling trails. Nearby Stamford and the historic Burghley House, which hosts an annual horse trials in September, ensure the region is a year-round destination. The new Nobu development will be under two hours by train from London, Cambridge, Birmingham, and Manchester, positioning it as a convenient escape for members and temporary guests.
This move comes as luxury hospitality brands increasingly explore rural and wellness-oriented offerings across Europe. For example, Florence's Villa San Michele recently reopened with a refined luxury experience and a new Guerlain spa, while Istanbul's luxury scene continues to blend Ottoman heritage with modern design. Nobu's entry into the English countryside adds a new dimension to this trend, focusing on tranquillity and nature.
Nobu Hospitality is also set to launch a restaurant, hotel, and branded residences in Manchester within the next few years, indicating continued expansion in the UK. The Rutland project, however, represents a unique opportunity for the brand to redefine its luxury offering in a rural context.
