The countryside’s 'in crowd'
Contemporary homes with city-style amenities on the doorstep are wooing a new, younger generation of country house buyers and tenants
The traditional view of the English countryside as a timeless pastoral dream is changing. Today’s appeal is less about living in the sticks and more about padel courts, Pilates classes and premium organic produce.
As Peter Edwards, Partner in Knight Frank’s country department points out, in-demand rural areas like the Cotswolds now provide enough stimulation to satisfy even the most demanding relocating urbanite. “People like Julian Dunkerton of Superdry, the Bamford family at Daylesford and Jeremy Clarkson have opened top-quality shops, pubs and businesses that have moved the dial for everyone.”
Francesca Leighton-Scott, Head of Knight Frank’s Bath and Somerset Country Sales, agrees, adding super-smart hotels to the list of magnets for buyers. “Anywhere close to The Newt in Somerset – an exceptionally well received country hotel and members’ club – is especially hot.”
Consequently, country house buyers have become younger. In April 2014, Knight Frank’s research found that clients aged under 50 represented 31 per cent of all country buyers. Fast forward a decade and that figure had risen to 58 per cent.
These buyers aspire to a picturesque country lifestyle and often let their first choice of school determine their search area.
“We’re seeing more entrepreneurs and business owners, and more overseas buyers,” says Oliver Rodbourne, Head of the country team in the southeast.
“Sustainability is a significant focus. Younger buyers in particular – even those spending £10m upwards – are concerned about efficiency and will routinely examine EPC ratings and investigate installing environmentally sound options.”
There’s little appetite for major renovations however. “Buyers want to put their stamp on a property, construct an office pod in the garden perhaps, but not take on a big project,” says Rodbourne. “Owning a country house today is about moving in and settling down immediately.”
Fresh perspective: Those who’ve made the move have no regrets
From London to Tunbridge Wells, Kent
“I grew up in Tunbridge Wells and with primary school applications looming, we knew it was time to move. We’re now within the catchment of the school we wanted our daughters to go to, and close to family. We’re also only 10 minutes’ walk to the station. Tunbridge Wells has a fantastic balance – while not rural, it feels in touch with the natural world.”
From London to Nash, Buckinghamshire
“Our driver for leaving London was space, both for the children to grow up in and for us to enjoy. Our house in Nash ticked more boxes than we could find in other locations. We’re on the edge of the village with a very strong community, yet close to Milton Keynes. We’re also only 11 minutes from the train station. The balance to our lives was instant. We haven’t regretted it for a minute.”
From London to the Cotswolds
“I knew I’d always come back to the country – but we moved earlier than expected. Since Soho Farmhouse opened there have been so many amazing clubs and restaurants popping up, attracting like-minded young people. Living here, we’re much happier, less stressed and the quality of life for our children is unbeatable.”
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