NUMA Group has acquired lifestyle apart-hotel brand Native Places from Native Holdings for an undisclosed price.
Native Places operates more than 800 units in London spread across small to medium-scale serviced apartment buildings operated under The Apartment Collection brand and the larger-scale Native Apart Hotels brand.
Olivia Immesi, the current CEO of Native Places, will maintain her leadership role as the company joins the NUMA Group and Native Residential will continue as part of Native Holdings under the leadership of founder Guy Nixon.
Christian Gaiser, CEO and co-founder of NUMA Group, said: “At NUMA, our mission is to redefine the hospitality landscape, tailoring it to the demands of contemporary consumers. We are at the forefront of digitising and elevating the entire travel experience, continuously seeking innovative ways to deepen the connection between our guests and their preferred urban destinations.
“We are thrilled to announce our partnership with Native Places and their team. We aim to establish a leading position in the UK’s premier cities, with London being the number one European hospitality market. Thanks to Native Places, we will gain access to a very strong brand recognised by leisure and business travellers.
“Native Places has built a substantial direct share through its corporate distribution channels, as well as B2B and B2C brand recognition. Native Places’ exceptional and historical portfolio perfectly complements our expansion strategy – given Native Places’ outstanding ratings and high guest satisfaction. This collaboration marks another significant step forward in NUMA’s ambition to expand across Europe and secure a dominant foothold in the UK market.”
Guy Nixon, founder of Native Places and CEO of Native Residential, added: “I’m thrilled to see Native Places becoming part of a pan-European platform offering our corporate and leisure guests an exciting choice of serviced apartments across a growing European network. I couldn’t be prouder of the Native Places brand and portfolio of assets that we’ve built over the years.”
Immesi said: “Native Places has become a leading lifestyle apart hotel and serviced apartment operator in the UK, and we’re thrilled to be merging with NUMA as it expands its presence in the UK. I’m incredibly excited to continue to lead the Native Places brand as it joins a fast-moving European and tech-driven serviced apartment platform, creating one of the largest platforms of lifestyle serviced apartments in Europe.”
