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important to us.” Given its status as the largest urban area


in Essex, filling those 137 beds is unlikely to be an issue. “We see a huge demand for care in the local area,” says Ashish. “Probably 80 per cent of the catchment is within five miles of the home. Then you have about 15 per cent coming from a slightly wider pool, and then you’ve got five percent that could come from


Principle saved on carbon emissions by regenerating an existing building


anywhere around the country.” Fees at Broomfield Village start at £1,595 for a classic room, increasing for a larger premium room or studio suite (the latter


of which include a kitchenette and dining space). Fees are all-inclusive, so residents can look forward to weekly manicure and hair appointments, plus a chiropody session every six weeks, at no additional cost. When it comes to recruitment, Ashish tells me that the experience has been “really positive,” and that Principle has had “close to 10,000 applicants” to date. Given its location next to Broomfield Hospital, team


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