Following a momentous year with record results, two home openings, and a care home acquisition in Wales, newly promoted CEO Nye Brown is determined to take Hallmark to new heights with an ambitious plan for growth.
Hallmark Luxury Care Homes is seeking to grow through a mix of acquisition and new care home developments.
The Hallmark CEO has committed to adding another 15 locations to its portfolio of residential, nursing and dementia homes by 2030.
Under Brown’s leadership, the group has plans to acquire an additional 10 care homes and is actively in the market, seeking opportunities to lease or purchase existing trading homes. This is a marked change in strategy with Hallmark renowned in the sector for designing and building their own award-winning care homes.
Hallmark Luxury Care Homes CEO Nye Brown said:
“I’m delighted to announce that we’re planting seeds for future growth.
“We have the resources and infrastructure in place to acquire homes alongside the commissioning of our own. With continuous investment in our team’s development, we retain and nurture talent to consistently deliver the award-winning care we’re famous for. We take pride in exceeding regulatory requirements and for our ability to keep our homes full.
“We would be a trustworthy and reliable partner for any care home group or care homeowner to sell or lease their home to.”
In 2024, Hallmark strengthened its portfolio with the openings of Eastbourne and Bath, and the acquisition of Penylan House in Cardiff. These successes paved the way for further development.
Construction will soon begin on Melrose Grange in Cardiff’s St Mellons district, an 85-bed luxury home offering residential, nursing, and dementia care. This will be followed by 110-bedroom developments in Woodford Green and Bromley, further extending Hallmark’s footprint across the UK.
For new acquisitions, Brown intends to apply Hallmark’s proven formula of strong talent management, resident satisfaction, commercial performance, and an unwavering commitment to exceeding regulatory standards.
This focus on people and performance has earned Hallmark two Princess Royal Awards—the first awarded in the care sector—for its pioneering development and talent management programmes.
The family-run group also achieved exceptional regulatory outcomes in 2024, with 100% of its homes rated Good, Outstanding, or Excellent by the Care Quality Commission and Care Inspectorate Wales. This success is underpinned by Hallmark’s internal audit and compliance framework, which ensures all homes consistently meet or exceed industry standards.
Hallmark’s investment in people, environments, and resident experience was further recognised with a 9.8/10 resident and relative review score on carehome.co.uk. This accolade contributed to the group being named a Top 20 Care Home Group for the tenth consecutive year, alongside winning Care Home Group (Medium) at the 2024 National Care Awards.
With a clear strategy, a dedicated team, and a strong track record in care, Hallmark Luxury Care Homes aims to continue its growth, further strengthening its standards across the sector.
For further information about Hallmark’s plans for expansion visit: hallmarkcarehomes.co.uk/new-developments
