In this partner focused blog, we caught up with Managing Director Emily Harmon, to find out why this is a must-visit stop on route 11.
In the picturesque north Devon village of Woolsery, halfway between Bude and Barnstaple, The Collective is the brainchild of Michael and Xochi Birch. Tech entrepreneurs with deep family connections to the village. It brings together a 150-acre working farm, an award-winning pub, a gourmet fish and chip shop, a charming village store, and a collection of beautifully designed rooms, suites, and cottages. Offering a truly unique combination of rural charm, luxury accommodation, and exceptional local food experiences.
Tell us about The Collective and how it came about?
When Michael found out that the pub in his family’s tiny Devonshire village was struggling, he knew he wanted to help. I was working with him in the US at the time, and he sent me over to the UK to assess the situation – it quickly became clear that the once beautiful Grade-II Listed building had fallen into serious disrepair. After plenty of research we decided to bring in Barnstaple-based Jonathan Rhind Architects. They specialise in the conservation and reuse of historic buildings across the southwest and they have done a fantastic job. Together we carefully restored the pub’s historic features, removed the unsympathetic additions that had accumulated over the years and added our own modern touch with a light-filled dining room extension. Three years later, the ancient coaching inn and blacksmiths had been brought back to life and The Farmers Arms is once again central to village life just as it once was.
From there, the momentum continued. We were approached by the fish and chip shop which we purchased and reopened.
Followed soon after by the village shop – originally owned by Michael’s great, great grandparents. Alongside these we have created a series of beautiful cottages, suites and rooms throughout the village, as well as the farm, which truly sits at the heart of everything we do. Now we’re working on repositioning the old abandoned Georgian manor house as a boutique hotel.
Tell us more about the village store and post office – it’s not your usual village shop is it?
No, it’s not, though if you went back to the 30s or 40s it might feel familiar! Originally built by Michael’s great, great grandparents, the shop holds a special place in his heart. In fact, his grandmother was born in this very building. On the ground floor you’ll find a nostalgic store and post office. It’s really charming, with 1930s/40s aesthetics – black and white tiled floors and lofty wooden shelves. We’ve restored it to what a village shop once was. A place to pick up local meats, fresh vegetables and produce from the surrounding area. There’s a beautiful selection of craft beers, jams, artisan gifts – all things made by small, independent makers. It feels like a true homage to Michael’s family.
On the floors above, we’ve created exquisite hotel rooms and suites. Styled with period details – art deco touches, retro prints and rich fabrics – they offer stunning views and serene, adult-only spaces.
Tell us about the cottages?
We’re thrilled that our range of rooms, suites and cottages hold a prestigious One-Key MICHELIN rating. The cottages are truly beautiful. They’re been carefully restored to retain their quintessentially Devon charm while offering all the modern amenities you’d expect from a luxury stay. Take The Smithy for example, it features a walk-in shower, wood burner, freestanding tub and state-of-the-art kitchen. They cottages are perfect for families, couples and friends looking for comfort, character and a touch of indulgence.
Have you had support from the local community?
In the beginning there were certainly some concerns. But what we’ve achieved in the village is a phased restoration of amenities that serve the community just as much as they serve the visitors. We’ve not just swooped in and pulled back the curtain overnight – instead we’ve restored things gradually and thoughtfully.
One of the challenges really is our location. In many ways it’s ideal – we’re perfectly placed between Bude and Barnstaple and the area offers so much to enjoy. But we’re also a small, remote village, and many people simply don’t know we’re here. This year we won the VisitEngland pub of the year, we’re ranked twenty-seven on the Good Food Guide of pubs and our accommodation is One-Key MICHELIN rated. We’re proud of these accolades and the recognition means so much to us – we want people to discover us!
How do you ensure guests have a memorable experience?
We offer a high-level of attentive, personalised service to our overnight guests. Whether it’s creating a full itinerary or arranging ad-hoc reservations for meals and day trips, we’re always on hand to help – we want everyone to get the most out of their stay. What makes the experience really special is that guests get an agricultural, rural village setting paired with the luxe of MICHELIN-level accommodation and exceptional food.
Do you have a favourite spot in or around the village that you personally love?
That’s a tricky one – the cottages are amazing. The restored village shop and rooms are gorgeous. And the pub is perfect for a cosy dinner. But if there’s one thing that I recommend to everyone, it’s our farm tour. Birch Farm is a 150-acre working farm where we’re blending ancient and modern techniques. Our Head Gardener, Josh Sparkes has been with us four years now. He’s doing some truly special work – from Japanese fermentation composting and biodynamic techniques to traditional methods of growing heritage varieties – it’s utterly fascinating. And what is wonderful is that everything begins and ends at the farm. We’ve put soil health at the centre of our approach, and in turn we’re rearing meat that offers a superior eating experience, enjoyed in the pub.
Is there a particular time of year when this area feels the most magical?
I love this time of year – for me it’s just ‘uber-cosy’ season. I love to lean into how beautiful and romantic everything feels. The pub has multiple fires glowing, the cottages have wood fired stoves. It feels like the perfect time to travel with a stack of books, a good bottle of wine and just enjoy the slower pace. Devon is so often visited in the summer. Long beach days and sightseeing. But here, in autumn and winter, the pace changes. There’s less pressure to rush around, and simply spending a day relaxing, reading, or sitting in the pub playing cards can be just as wonderful, if not more so!
Discover what’s happening across the village. From seasonal dining events to farm tours and special experiences. Be sure to explore the events page and find out what’s coming up next.
