What Majesticare does

Majesticare Ltd is a privately held UK operator of luxury residential, nursing, dementia, and respite care homes, founded in 2003 and headquartered in Smalley, Derbyshire. The group runs a boutique portfolio of four wholly owned homes — Cavendish Park (Evesham, Worcestershire), Milton Ernest Hall (Bedfordshire, a Grade 1 listed building), Oaktree Court (Wellington, Somerset), and Haddenham Park (Buckinghamshire) — supplemented by retirement apartments at Haddenham Park. The company targets older adults and their families seeking premium, all-inclusive care, including specialist Memory Care Communities for residents living with dementia, and positions itself on heritage properties, person-centred care ('Continue Being Me' life-story programme), and an 'all-inclusive' fee model with no hidden costs.

Majesticare's care delivery is supported by a digital stack comprising electronic care planning with eMAR medication management, GP Connect integration for medical record access, Alexa Smart Properties voice assistants for residents, and digital maintenance and compliance workflows. Dementia-care capability is differentiated through Dementia Interpreter and Virtual Dementia Tour training (delivered via Training 2 Care), the HUG by Laugh* sensory product (in partnership with Alzheimer's Society and Cardiff Metropolitan University research), Jelly Drops hydration products, and trained Pride Allies (Opening Doors London 'Pride in Care' standard).

The business model is recurring-fee B2C: long-term care contracts with residents/families across residential, nursing, dementia, respite, and (at Haddenham Park) retirement living streams, with pricing set per home and not publicly disclosed. Demand is generated via direct-to-consumer channels including the corporate website with enquiry forms and brochure downloads, virtual tours, social media (Facebook, Instagram, LinkedIn, YouTube, TikTok), listings on carehome.co.uk, and community events at each home. The group is led by CEO Angela Boxall and Finance Director Steve Oakes, is an accredited Real Living Wage employer (£12/hour minimum from April 2024), and shows no evidence of external private equity or venture capital ownership in the available materials.

Name

Majesticare

Legal name

Majesticare Ltd

Website

https://majesticare.co.uk

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Majesticare Ltd operates a boutique portfolio of four luxury UK care homes plus retirement apartments, delivering residential, nursing, dementia, and respite care to older adults via an all-inclusive, recurring-fee model anchored on heritage properties and specialist dementia programmes.

Ownership category

akta.pro rank

Product category

Residential Care Services

NAICS

Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331), Assisted Living Facilities for the Elderly (623312), Continuing Care Retirement Communities (623311), Nursing Care Facilities (Skilled Nursing Facilities) (62311)

SIC

Services-Nursing & Personal Care Facilities (8050), Services-Skilled Nursing Care Facilities (8051)

akta.pro primary industry

Luxury / High-End Assisted Living Communities (HLADABAD)

akta.pro secondary industries

Dementia/Alzheimer’s Respite Care (Specialized) (HLADAKAG), Facility-Based Respite (Assisted Living/SNF/Memory Care Short Stays) (HLADAKAB), Luxury/Resort-Style Independent Living Communities (HLADAAAC)

Keywords

• Residential care services
• Nursing care homes
• Dementia care communities
• Respite care services
• Retirement living apartments

Headquarters

HQ city

Stoke-on-trent

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Residential Care Fees: Long-term residential care fees charged to residents and families for ongoing accommodation, personal care, meals, and activities within a Majesticare care home. All-inclusive pricing model with no hidden costs.
2. Nursing Care Fees: Fees for residents requiring higher-complexity medical and nursing care delivered by skilled registered nurses, covering both simple and progressively complex care requirements.
3. Dementia / Memory Care Fees: Specialist dementia care fees for residents in dedicated Memory Care Communities, encompassing enhanced staffing ratios, specialist training, sensory environments, and tailored activity programmes.
4. Respite / Short-Stay Care Fees: Fees for short-term respite stays allowing residents to experience the home before committing permanently, or to rest and recover. Charged on a per-stay basis.
5. Retirement Living / Apartments (Haddenham Park): Haddenham Park combines independently occupied retirement apartments alongside the care home, providing a dual revenue stream from both rental/ownership of retirement apartments and bundled all-inclusive care services.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

Majesticare operates luxury residential, nursing, dementia, respite, and retirement living services through four directly operated care homes in the UK. Care is delivered 24/7 by trained nurses, dementia specialists, and lifestyle teams in heritage and countryside properties, with all-inclusive pricing covering accommodation, personal care, meals, and activities. The group also offers independent retirement apartments bundled with care services at Haddenham Park in Buckinghamshire.

Differentiator

Problem solved

Functional benefit

Products and services

• Residential Care
• Nursing Care
• Dementia Care
• Respite Care
• Cavendish Park Care Home
• Milton Ernest Hall Care Home
• Oaktree Court Care Home
• Haddenham Park Care Home & Retirement Apartments
• Retirement Living at Haddenham Park
• Continue Being Me

Quantifiable outcome

• PAMMS inspection — Resident Experience rated 'Good'; Team Knowledge praised for happy, friendly atmosphere; Care Planning rated positively with individualised goals.
• +2 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability2 records

Feature6 records

Partnerships

Twelve partnerships are on record, tiered minor and core.

• Keysoe Therapy CentreminorOthers · 20 March 2024Residents from Milton Ernest Hall visited Keysoe Therapy Centre for animal therapy involving interactions with ponies. This therapeutic activity supports residents' emotional and physical wellbeing through animal interaction.
• Christoph Marr / Marr Procurement (External Judge)minorOthers · 4 May 2023Christoph Marr, Managing Director of Marr Procurement, served as the independent judge for the first Majesticare Grant awarded to Vicky Hornibrook's Walk and Talk mental health fundraiser. This was a one-time judging role rather than an ongoing partnership.
• Opening Doors LondoncoreStrategic or Co-development Partner · 4 May 2023Majesticare invested in specialist LGBT+ 'Pride Ally' training delivered by Opening Doors London. The partnership led to Majesticare achieving the 'Pride in Care' quality standard, awarded to organisations providing quality care and support to LGBT+ people over 50. Pride Allies are recognisable by their Heart Pride badge and provide support to residents, colleagues, and families.
• Jelly Drops / Hydration Product Steering CommitteeminorStrategic or Co-development Partner · 4 May 2023Majesticare's Head of Quality & Development, Sarah Jennings, serves on the steering committee for Jelly Drops — revolutionary hydration sweets for elderly people, particularly those with dementia. Majesticare was among the first care homes to introduce Jelly Drops, reporting positive hydration outcomes. The group also introduced Droplet light-up cups.
• Bradford University (Dementia Care Research)coreStrategic or Co-development Partner · 4 May 2023Sarah Jennings, Head of Quality & Development, previously worked with Bradford University on dementia care research. Majesticare implemented university-developed dementia care training and mapping programmes across its homes, contributing to the group achieving 'Outstanding' CQC ratings in 3 domains and eventually across all homes.
• Training 2 Care (Dementia Interpreter & Virtual Dementia Tour)coreTechnology or Integration · 4 May 2023Majesticare staff have been trained and qualified as Dementia Interpreters through Training 2 Care's programme, joining a global network of qualified interpreters. The Virtual Dementia Tour experiential training is used to give staff the lived experience of dementia. This training is central to Majesticare's dementia care methodology.
• The Care Workers' CharityminorOthers · 4 May 2023Majesticare actively supports The Care Workers' Charity through its Real Living Wage employer status, menopause pledge, and employee assistance programme. The charity provides crisis grants and mental health support for care workers. CEO Angela Boxall is a committee member of the Care Sector Fundraising Ball which supports The Care Workers' Charity.
• NAPA (National Activity Providers Association)coreStrategic or Co-development Partner · 15 December 2022NAPA is the UK's leading activity and engagement charity for care services. Majesticare partners with NAPA for practice development resources, wellbeing support, and activity best practices. NAPA's Wellbeing Support Manager attended and blogged about the Majesticare Christmas Conference and Star Awards 2022, generating mutual industry visibility.
• Real Living Wage FoundationcoreOthers · 28 November 2022Majesticare is an accredited Real Living Wage employer, voluntarily paying at least £10.90 per hour from January 2023 (ahead of the Foundation's May 2023 deadline) and increasing to £12/hour from April 2024. The accreditation covers all hourly-paid team members across all care homes. Majesticare joins nearly 11,000 organisations in the Real Living Wage movement.
• Alzheimer's SocietycoreStrategic or Co-development Partner · 28 October 2021Official partners with Alzheimer's Society, specifically in connection with the HUG by Laugh* sensory product for dementia care. Majesticare is one of the first care home groups to implement the HUG product in its memory care communities. The partnership also extends to fundraising activities including Alzheimer's Society Trek26 and participation in the Care Sector Fundraising Ball.
• HUG by Laugh* (Cardiff Metropolitan University Research)coreTechnology or Integration · 28 October 2021The HUG sensory product was developed using research by Cardiff Metropolitan University and inspired by a carer's request for resident Thelma. Majesticare is an official partner of Alzheimer's Society and one of the first UK care home groups to bring HUG to memory care communities. The product features a beating heart, favourite playlist capability, and weighted limbs for comfort.
• Vicky McClure's Dementia ChoirminorOthers · 29 June 2020Vicky McClure's Dementia Choir, formed as part of a BBC1 documentary exploring music's impact on dementia, performed at Milton Ernest Hall's Summer Fete and BBQ. The performance raised nearly £400 for the local church's new bathroom fundraiser. The choir visit created a memorable community event and generated positive PR.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Care UK: Care UK is one of the UK's largest care home operators with both residential and nursing services. A broad incumbent — comparable services but operates at much greater scale and across price tiers.
• Sunrise Senior Living UK: Sunrise is a major international luxury senior living operator with UK care homes. Operates at greater scale than Majesticare but overlaps on premium positioning, dementia specialism, and integrated retirement-plus-care offerings.
• Barchester Healthcare: Barchester is one of the largest UK care home operators with a mix of premium and mid-tier homes. A broader incumbent that overlaps with Majesticare at the upper end but lacks the pure-luxury boutique focus.
• Anchor Hanover: Anchor Hanover is a large UK provider of specialist housing, retirement living, and care homes. Relevant peer for the integrated retirement/care model even though Anchor operates more broadly than Majesticare's boutique scope.

Direct peers

• Audley Group: Audley operates luxury retirement villages combining independent living, assisted living, and care — the closest analogue to Majesticare's Haddenham Park retirement-plus-care model in the UK.
• Hamberley Care Homes: Hamberley operates premium UK care homes with comparable luxury design and person-centred care ethos. PE-backed (Apposite Capital) and expanding, putting it in direct competition for affluent catchments.
• Avery Healthcare: Avery Healthcare operates a UK portfolio of luxury and premium care homes, directly comparable to Majesticare's boutique, high-end positioning. Both target affluent self-funders with all-inclusive pricing and design-led properties.
• Oakland Care: Oakland Care runs a small portfolio of luxury UK care homes, closely mirroring Majesticare's boutique scale. Direct competitor for premium self-pay families in southern England.
• Signature Senior Lifestyle: Signature runs luxury UK care homes and retirement apartments in affluent locations. Closely comparable operating model including integrated retirement living-plus-care, similar to Majesticare's Haddenham Park.
• Hallmark Care Homes: Hallmark operates mid-to-premium UK care homes with similar tailored lifestyle and activity programmes. Comparable on resident experience positioning if slightly less luxury-focused than Majesticare.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC3DHKs1V2y45a2_qn8rvsKg
• Facebookfacebook.com/MajesticareLuxuryCareHomes
• LinkedInlinkedin.com/company/majesticarecarehomes
• Instagraminstagram.com/majesticare_ch
• TikToktiktok.com/@majesticare_carehomes
• Xx.com/majesticare_ch

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Majesticare