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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

Press Release
14th November 2017

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.”

About us

Mike Parsons
In 1992 Mike created Barchester Healthcare. It grew rapidly and by 2013 it had 220 facilities, 17,000 employees, 11,000 residents and £150m EBITDA. He then stepped down as CEO and became chairman and non-executive director of a range of health and social care companies and charities.

Martha Flora
Martha Flora opened its first home in The Hague in 2013 and Gouda in 2014, with a further six homes opening in Bavel, Haarlem, Hoorn, Maastricht, Twello and Rotterdam between 2014 and 2016. Five new homes in Bosch and Duin, Hilversum, Oegstgeest and Rotterdam will open in 2017 and 2018. For further information visit

Castleoak offers smart solutions to the care, assisted and retirement living sectors.
We offer a rich development solution that includes demographic and care gap analysis, land finding, acquisition and planning, project and operational feasibility. We also align funding solutions. We offer a choice of design and build solutions, including in-house manufacturing
of timber frame and light weight steel frame structures. A dedicated after care team provides support following project hand over.
We work with many of the leading operators across the UK, and many have chosen to work with us for more than 10 years. Today, 92% of projects are from returning customers.Our core purpose is to create quality living space. Our values of excellence, respect, integrity and collaboration guide how we do business.Since 1996 we’ve delivered over 150 specialist care homes and 2000 assisted living apartments.

For more information about us call

Susan James on 029 2054 8800.

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