Since opening in 2020, The Secret Garden in Skelmersdale, West Lancashire, has grown from a backyard project into an award-winning glamping destination attracting guests from across the UK.
The site, developed by former transport business owner Derry, began as a lockdown activity with his children and has since evolved into a nationally recognized luxury retreat.
The Secret Garden recently won Camping, Glamping and Holiday Park of the Year at the 2024 VisitEngland Awards for Excellence.
With a growing number of high-end pods—currently totaling 14—the business has become a social media success story and a case study in turning personal adversity into enterprise.
Derry originally purchased the four-acre woodland property to give his children a place to explore.
When the pandemic disrupted his work in European logistics, he and his kids built a large den in the woods.
After photos of the project went viral online, he listed the structure on Airbnb. “It sold out for two years in advance within 24 hours,” he said in a report by Lancashire Life.
Despite initial skepticism from local residents, the site has steadily grown in popularity. “Most locals just didn’t see the vision,” Derry recalled. But guests, often traveling long distances, responded positively.
“Our guests tend to travel an average of three hours to get here… They just see the magic of this beautiful woodland, the peace, the privacy, the vibe.”
Each pod at The Secret Garden is uniquely designed and built with the surrounding woodland in mind.
“If there’s a tree in the way, I’ll move the pod instead,” Derry explained, highlighting his commitment to preserving the natural environment.
The accommodation mix includes features such as saunas, hot tubs, spiral slides, fire pits, and stargazing domes.
These design choices are part of Derry’s effort to blend luxury with playfulness. “It’s all about getting people outside and creating memories, sharing photos and enjoying the experience,” he said.
The business has also resonated with a diverse customer base, including families, retirees, and increasingly, groups from ethnic minority communities.
“We get a lot of all-female groups who can’t always use traditional spas or hotels with shared facilities. Here, everything’s private,” said Derry.
Pricing remains consistent year-round, a policy Derry says reflects his values. “I hate getting ripped off, so why would I do that to anyone else?”
Derry’s hands-on approach to design extends to every detail, including handcrafted furnishings.
“Each new space starts with a drawing on the back of an envelope in my kitchen,” he said. His father, known for building Liverpool’s first animated Christmas grotto display in the 1950s, was a source of creative inspiration.
The team behind The Secret Garden includes Derry’s family and close friends. His mother helps on-site, his friend Andy manages operations, and his partner Chelsea, whom he met during her stay as a guest, now runs the business’s social media.
Additional sites have been launched in Halsall and Cornwall, with plans for further expansion across the UK and Ireland.
A significant moment in the business’s trajectory came in 2024, when Derry appeared on BBC’s Dragons’ Den.
He secured a £100,000 investment from Deborah Meaden in exchange for a five percent equity stake. Although Meaden later stepped away, Derry remains in close contact with another Dragon, Sara Davies, who has become a personal friend.
The Skelmersdale site continues to evolve, with recent upgrades to the original pod, now known as The Hideout, and the introduction of food and cocktail delivery services in partnership with local providers.
“Most people come here for a few days and prefer not to leave,” said Derry.
For professionals in the outdoor hospitality sector, The Secret Garden offers a compelling example of how personalized design, authentic storytelling, and a strong digital presence can redefine perceptions of under-the-radar locations and drive business growth.
The project’s evolution from backyard experiment to award-winning retreat highlights opportunities for innovation, even in unlikely places.