Castleoak announces partnership with specialist dementia care operator

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Castleoak, Mike Parsons and Dutch operator Martha Flora NL in new venture to create specialist boutique dementia care provider Martha Flora UK

Established European specialist dementia care operator Martha Flora has joined forces with care sector development specialists Castleoak and operating partner Mike Parsons to create Martha Flora UK.

Amsterdam-based Martha Flora operates specialist boutique dementia care homes across the Netherlands with thirteen homes currently open or under construction.

As part of the joint venture Castleoak will provide specialist land finding and acquisition services, will manage the planning process, and design and build the high quality specialist care homes. Mike Parsons and his team will commission and operate the new facilities and Martha Flora will provide the brand, intellectual property and operational support.

A new company Martha Flora UK Limited has been established and will be jointly owned by the three parties. The new venture sees specialist development and construction partners Castleoak taking a stake in a specialist dementia care business for the first time

An initial programme of 10 specialist dementia care homes is planned across the South East.  These will follow the tried and tested Dutch model, with two households of 12 suites and 4 or 6 two bedroomed apartments for couples.  A number of sites are under negotiation and Martha Flora UK hopes to start its first project in 2018.

“We’re delighted to be launching this new and exciting venture” said Marco Ouwehand, founder of Martha Flora NL. “Combining Castleoak’s specialist development and construction team with Mike Parson’s operational knowledge enables us to create Martha Flora UK, and the opportunity to bring our successful model of dementia care to the UK.”

Mel Knight, who has joined the Board of Martha Flora UK commented “We look forward to working with Mike and Marco to bring the Martha Flora model to the UK.  Our initial focus is on acquiring sites – which can be smaller than typical care home sites – up to one acre in affluent South East towns, and Castleoak would welcome approaches from landowners, developers and agents with suitable opportunities.”

The dementia care model was created by Marco Ouwehand and based on academic research. It is a unique care concept for people with Alzheimer’s disease and other forms of dementia. Offering spacious accommodation, and encouraging independent living in a familiar homely setting, a Martha Flora dementia care home provides highly personalised care and support.

Mike Parsons said “it was exciting creating Barchester and taking it from one home to 220. This is equally exciting and brings a fantastic and compassionate dementia care service to the UK. We originally pioneered dedicated dementia care with our Memory Lane service, the first branded dementia care product in the UK. Martha Flora will take that specialist care to a new level with a care philosophy and design the like of which does not exist in the UK. We have a lot to learn from the Dutch.”


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