Born from a desire to escape both city and corporate life, Seren owners Neil and Zoe Kedward had an unusual entrance to the world of hospitality. On a family trip to Pembrokeshire, they took an unplanned detour and stumbled upon a derelict and unloved old country house, Grove. Neil jokes that he could feel the magic of Grove from that very first visit, and they put an offer in on the house that same day. Unknowingly at the time, it set them on a path to building a much-loved and successful independent hospitality business in Wales.
Top-quality, inspiring hospitality destinations
Seren is a privately-owned Welsh hospitality group, with five venues across Wales. Our two hotels are epitomised by the wonderful countryside they sit in. Grove of Narberth lies in Pembrokeshire, South West Wales, within the rolling Narberth hills and just minutes from the world renowned Pembrokeshire coastline. Penmaenuchaf, near Dolgellau, lies at the foot of the mighty Cadair Idris within the iconic Eryri (Snowdonia) National Park of North Wales.
Our three restaurants are deeply inspired by their locations in South West Wales. The refined Fernery sits inside Grove of Narberth and takes its name from the wild ferns that characterise our local hedgerows and woodland. The rustic Michelin-starred Beach House restaurant sits on the shores of iconic Oxwich Bay on the Gower peninsular, while the breathtaking Coast restaurant sits proudly above the shoreline of the Pembrokeshire Coast path at Saundersfoot.
Our Timeline
See our Journey
2007
2008
2009
2010
2011
2012
2014
2015
2016
2017
2018
2019
2020
2021
2022
2023
2008
Grove
First opening as B&B with 4 rooms + 4 self catering cottages
2009
Grove
Relaunch as ‘Restaurant with Rooms’ with 6 rooms + 4 self-catering cottages
Grove
AA Rosette awarded to Grove Restaurant
Grove
Visit Wales ‘Gold Award’ 2009, retained to 2022
Grove
Visit Wales ‘5 Star Restaurant with Rooms’ 2009, retained to 2016
2010
Grove
National Tourism Awards ‘Best Place to Stay in Wales 2010’
Grove
AA Guest Accommodation of the Year for Wales 2010
Grove
Restored Longhouse and Coach House taking the number of rooms to 12
Grove
2 AA Rosettes for Grove, retained to 2014
2011
Grove
AA 5 Star ‘Restaurant with Rooms’ 2011, retained to 2014
2012
Grove
True Taste Awards for Wales ‘Gold Award – Eating out in Wales’
Grove
New wing opened, lifting Grove to 20 rooms with new restaurant and bar
2014
Grove
3 AA Rosettes for Grove, retained to 2022
Coast
Coast Restaurant in Saundersfoot opened
Coast
2 AA Rosettes for Coast, retained to 2022
Coast
Young Chef of the Year for Wales awarded to CDP Andrew Tabbener
2015
Grove
Pride of Britain ‘Hotel of the Year 2015’
Grove
AA Wine Award for Wales 2016
Grove
AA 4 Red Star Hotel 2014/15,
Coast
AA Restaurant of the Year for Wales 2016
Grove
Young Chef of the Year for Wales 2016 awarded to our CDP Ben Mitchell
Grove
Pembrokeshire Tourism Awards ‘Best Accommodation’ 2015
2016
Beach House
Beach House Restaurant opened
Seren
Seren Collection launched
Seren
Seren Academy launched in partnership with 3 local colleges
2017
Beach House
2 AA Rosettes for Beach House, retained to 2019
Beach House
AA Restaurant of the Year for Wales 2017/2018
Beach House
Swansea Bay Tourism ‘Restaurant of the Year 2018’
2018
Grove
Green Tourism Gold Award
Grove
Sunday Times Hotel of the Year for Wales 2018
Seren
Food & Beverage Manager of the Year 2019, Catey Awards for Alice Bussi
2019
Grove
5 Star Hotel Status awarded to Grove by Visit Wales
Grove
AA Hotel of the Year for Wales 2019/20 for Grove
Beach House
3 AA Rosettes for Beach House, retained to 2023
Beach House
Michelin Star awarded for Head Chef Hywel Griffith and Beach House
2020
Beach House
Chef Director, Hywel Griffith, wins Welsh heat on Great British Menu 2020
Grove
Grove of Narberth wins Sunday Times Best in Wales 2020
Seren
Seren Collection wins Best Marketing Campaign at the 2020 Cateys Awards
2021
Beach House
Chef Director, Hywel Griffith, wins Welsh heat on Great British Menu 2021
Grove
AA 5 Star Hotel status awarded to Grove
Grove
Grove wins Front of House team of the year at Hotel Cateys
2022
Beach House
Beach House wins Food Lovers Award at the National Restaurant Awards
Seren
Seren acquires Penmaenuchaf hall hotel near Dolgellau in the Eryri National Park
Grove
Grove wins Independent UK Hotel of the Year at the Cateys
Grove
AA 5 Red Star status and AA Wine list of the Year for Wales awarded to Grove
Fernery
4 AA Rosettes for Fernery
Coast
3 AA Rosettes for Coast
Grove
Grove wins Hotel of the Year at the Visit Pembrokeshire Croeso Awards
Coast
Coast wins ‘Taste of Pembrokeshire’ at the Visit Pembrokeshire Croeso Awards
Grove
Head Waitress Tilly, wins Young Chef Young Waiter world title at final in Monaco
Coast
Coast’s Stephanie wins silver and bronze medals at Culinary World Cup in Luxembourg
Coast
Coast receive a ‘White Star’ from the Star Wine List
2023
Coast
Stephanie Belcher wins Junior Chef of Wales competition
Coast
Steve Newton qualifies for the Roux Scholarship reginal finals
Beach House
Dan Andree wins bronze at Chef of Wales competition
Beach House
Restaurant Manager Christie Hayes was named as Restaurant Manager of the Year 2023 by the Institute of Hopsitality
Grove
Fernery receives ‘Award Of Excellence’ at the Wine Spectators 2023 Restaurant Awards
Beach House
Awarded AA Notable Wine List Award
Coast
Awarded AA Notable Wine List Award
Grove
AA Sustainability Award Finalist
Grove
Grove awarded #13 in the Best Service Award at the Top 50 Boutique Hotels UK Awards
Grove
Grove team win the Best Service Award at the Top 50 Boutique Hotels UK Awards
Grove
Assistant Restaurant Manager Tilly wins Young Tourism Person of the Year at the Visit Pembrokeshire Croeso Awards
Shoot for the stars
We aim to be the best we can whilst staying true to our humble Welsh roots. Our teams work very hard to deliver exceptional experiences and we are very proud of their achievements and celebrate their success. We have a culture of commitment that’s grounded by passion and dedication and is palpable across all levels of the business, from the kitchen porters to the Board, and everyone in between. Public and industry recognition is a joy to receive, especially when it’s been earnt through organic growth and thoughtful progression.
Our venues and our team members have achieved great things in such a short time already, and we’re excited to see how this continues to evolve as we grow and build our business.
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