Kinsfolk & Co aiming to open five properties in five years

Its first boutique, new-build hotel is scheduled to open in London's Fitzrovia in Q4 of 2024 and will include longer-let, serviced apartments.

Brackley said: "If you look at bigger hotel openings happening in London over the next 12 months, they all have a serviced apartment element. You see that in other parts of the world, and you now see that in the UK and western Europe.

"Twenty years ago, there were a lot of aparthotel concepts in New York. I think in London neighbourhoods…there's a place for a beautiful, serviced apartment with a slight food and drink offering where people can also explore."

He said a larger proportion of guests were opting for longer trips since the pandemic, which had resulted in a greater appetite for an "element of self-catering and a level of independence" in the places they were staying.

Brackley launched Kinsfolk & Co this year with a team of five, including culture director Ninoska Leppard (ex-Corbin & King, Caprice Holdings); commercial director Rachel Fearon (ex-Firmdale Hotels); chief financial officer Heymo Nyoni (formerly of Standard International) and restaurants and innovations director Stas Anastasiades (ex-Milsom Hotels and Restaurants).

He said the business was "first and foremost" a management company working on advisory assignments from clients, as well as spearheading hotel and restaurant openings with the support of investors and operators.

Expansion plans

Over the past few months, there have been two further additions to the team, including a head of procurement and a facilities director.

The group also appointed a general manager for its Fitrzrovia hotel and has an ambitious strategy to open "five properties in five years".

Two further sites are in the pipeline: a renovated townhouse hotel in Valleta, Malta, and another boutique hotel in London's Westminster.

Brackley added: "We wouldn't rule out more rural locations, especially within the London orbit – that would be fantastic – or key original cities in the south-east or south-west.

"Overseas, we have an investor who is really keen on New York and we are also looking at something in the Mediterranean."

Brackley described Kinsfolk & Co as a "hospitality start-up" aiming to "challenge the status quo" while building strong relationships with operating and property companies and the local community.

"It's been a long time coming. When I first got into hospitality, I had an aspiration to own one of my own hotels. All the way through my career, I was finding the right opportunity. This was that opportunity for change and to be part of something from the ground up. There are risks attached to that, but there's a lot of excitement."

He added: "I think the acid test will be the successful launch of our first property in Fitzrovia. That will be really important in building our reputation as a new company and in attracting further hotel owners and investors."